‘Meating Our Potential’: QMS Launches New Roadmap to Grow Scotland’s Red Meat Sector Sustainably

Quality Meat Scotland (QMS), in collaboration with the Scottish Red Meat Resilience Group (SRMRG), has today launched a new Meating Our Potential toolkit – a practical, action-focused resource designed to help Scotland’s red meat producers with business planning, to improve productivity, increase profitability and unlock long-term, sustainable growth.

Available via an accessible online dedicated webpage, the toolkit will provide tailored guidance, technical tools and real-world case studies to help producers across the supply chain take confident steps forward. Grounded in robust economic evidence and sector insight, the roadmap is designed to support businesses in identifying opportunities, tracking progress, and making impactful decisions.

The full rollout will introduce all three interlinked themes: Productivity, Profitability and Growth – each offering focused support at different stages of business development.

During the initial rollout at Beeftech, the Meating Our Potential (MOP) toolkit helped producers take steps to improve business efficiency and planning, with early results showing clear impact. Even modest increases of a few cows per herd per year across Scotland could deliver £281 million in additional output and £76 million in Gross Value Added (GVA).

The first phase campaign so far has achieved significant awareness-raising and public engagement, reaching more than three million people, 100k podcast listeners, and 153k+ social media users through shares and positive comments. Industry and political engagement included 30 signatories to the Meating Our pledge.

The first theme, Productivity, supports farmers and processors in building a strong foundation for their business. It centres on developing a deeper understanding of current performance, using key performance indicators to benchmark success, and managing cost of production effectively. With clear metrics and practical tools, this theme helps businesses take stock of where they are and where improvements can be made.

Profitability builds on this by helping producers think beyond output and focus on margin. It encourages smarter use of the supply chain, more strategic marketing, and optimising processes rather than simply maximising scale. The emphasis is on long-term resilience and financial health – giving businesses the knowledge and confidence to manage for profit.

The final theme, Growth, looks further ahead. It supports herd and business expansion through innovation, collaboration and adding value. The focus here is on sustainable development – scaling up in a way that is commercially viable, environmentally responsible, and aligned with market demand.

Kate Rowell, Chair of QMS, said: “This roadmap is about action. It gives producers a clear, practical way to take the manageable steps forward in their business journey. We know there’s growing global demand for Scotch Beef, Scotch Lamb and Specially Selected Pork; if individual herds in Scotland had just a couple more cows per year over the next three to four years, we could reap significant economic gains which combined is an additional £281 million in output and £76 million in Gross Value Added (GVA). This initiative helps ensure Scotland’s supply chain is equipped meet that demand – efficiently, profitably and sustainably.”

The roadmap builds on the momentum created earlier this year at Beeftech, where the dedicated toolkit for Meating our Potential went live. Since then, the resources have been expanded to support the wider red meat sector, including lamb and pork. Each section includes downloadable guides, producer stories and straightforward advice designed to support change on the ground.

Bruce McConachie, Head of Industry Development at QMS, added: “We’ve worked closely with producers and stakeholders to make this roadmap practical and focused. From performance tracking and cost of production to supply chain planning and business growth, it’s designed to support informed decision-making at every level.”

Kate continued: “Productivity gains are essential – but they’re only part of the solution. A modest, consistent uplift in herd numbers, combined with smarter strategies and stronger business foundations, gives us a real opportunity. This roadmap helps producers take those first steps with clarity and confidence, supported by case studies and the latest evidence.

“We believe in the potential of Scotland’s red meat industry – and we’re putting the right tools in producers’ hands to realise it. Now is the time to act. Together, we can grow our national herd, reduce import reliance, and secure a strong, sustainable future for our sector.”

Further details can be found at- https://qmscotland.co.uk/meating-our-potential