Meat the Make It Scotch Ambassadors: Showcasing the Passion Behind Scotch Beef, Scotch Lamb and Specially Selected Pork

The Make It Scotch Ambassador Programme, launched by Quality Meat Scotland (QMS), brings together a dynamic network of 43 individuals from across Scotland who share a deep passion for farming, food, and education. These ambassadors are trusted voices for the red meat sector — proudly championing the people, produce, and values at its heart.

Whether through hands-on farming sessions, inspiring cookery demonstrations, or personal storytelling, they connect audiences to the real stories behind Scotch Beef, Scotch Lamb, and Specially Selected Pork. Each ambassador is chosen for their ability to educate and inspire, highlighting not just the exceptional taste of Scottish meat, but the high standards of animal welfare, sustainability, and local pride that set it apart.

Together, they’re helping to shape positive conversations around red meat, build consumer understanding, and celebrate Scotch Beef, Scotch Lamb, and Specially Selected Pork.

Meet William Rocks: A True Advocate for Scotch Meat

One of our ambassadors is William Rocks, a seasoned professional whose journey spans farming, fine dining, and food retail. Raised on dairy and beef farm, William has worked in Michelin-starred kitchens, butcher shops, and now runs his own pub and restaurant.

1. Tell us a bit about yourself and your background in farming/food.
I’m William Rocks — raised on dairy and beef farms and involved in every aspect of farm life. I later trained as a chef, working at Michelin star level, before moving into butchery and now running my own pub/restaurant. We’re also excited to be opening a new butcher shop right next door to the restaurant. I’m a bit of a workaholic, love all things outdoors, and have a big passion for the Scottish food industry.

2. What inspired you to become a Scotch Ambassador and what does it mean to you?
The opportunity to represent Scotch Beef, Scotch Lamb and Specially Selected Pork as an ambassador is genuinely exciting for me. I’ve always admired the dedication of everyone across the Scottish red meat industry — from farmers and butchers to chefs. It’s such an important supply chain, and I’m passionate about promoting what Scotland has to offer, supporting those within the industry, and helping to educate others on the value and importance of choosing Scotch red meat industry.

3. Why do you think Scotch Beef, Scotch Lamb and Specially Selected Pork stand out from the rest?
Animal welfare in Scotland is second to none, and the standard of farming here is truly exceptional. It’s a passion-led industry, and that passion shines through in the quality of the product. Scotch meat can proudly stand shoulder to shoulder with the best in the world.

4. What’s one thing you wish more people knew about red meat and Scottish farming?
I don’t think people fully realise just how nutrient-dense red meat is — it’s packed with essential nutrients that support healthy, happy lives. It would be great if more people understood that. I also think there’s real value in showing just how much hard work goes into Scottish farming to produce the exceptional quality meat we have. That level of care and commitment deserves to be recognised.

5. Do you have a favourite Scotch Beef, Scotch Lamb or Specially Selected Pork recipe?
There are so many great dishes to choose from, but for me, it’s hard to beat a classic Scotch Beef Wellington made with dry-aged Scotch Beef fillet. Served with buttery mash, fresh green beans, and a rich red wine sauce made from the beef bones — it’s a real showstopper.

Get involved

If you’d like to have a Make It Scotch Ambassador at your next event, or want to learn more about the programme, get in touch with QMS at info@qmscotland.co.uk.