19th June 2014

New Joint Industry Initiative Behind Scotch Lamb

Television presenter Cat Cubie joined representatives from the Scottish sheep industry at the Royal Highland Show today (June 19th) to unveil an exciting new Scotch Lamb PGI initiative set to be fully launched later this summer.

Quality Meat Scotland, NFU Scotland and the National Sheep Association (NSA) are working together on the joint initiative which will see an unprecedented, united PR push behind Scotch Lamb.

The details of the initiative, which will involve farmers around the country, are being kept under wraps ahead of a major consumer PR launch. However, the organisations behind the activity revealed today that wide-scale Scotch Lamb sampling activity by farmers at supermarkets located around Scotland will form a major part of the initiative.

The widespread sampling activity will take place over one special weekend celebrating Scotch Lamb and dovetail with QMS’s major marketing campaign behind Scotch Lamb.

QMS is set to continue its “Wham Bam Thank You Lamb” campaign which was launched last August. The success of the campaign – which aimed to communicate how simple it is to cook quick, tasty mid-week dishes with Scotch Lamb - was recognised with two silver awards last week at the Scottish Marketing Society Awards.

“We are looking forward to working closely with NFU Scotland and NSA on this initiative and delighted with the response achieved so far from farmers around the country who are keen to get involved,” said QMS Chairman, Jim McLaren.

“The fact that there is so much early support from grassroots level for this joint initiative is really encouraging and augurs well for its success.

“Every sheep farmer in Scotland can be a fantastic brand ambassador for Scotch Lamb and by working together we hope to drive home the message about the quality of our natural, grass-fed product, underpinned by the industry’s quality assurance schemes.”

Pic caption: TV presenter Cat Cubie with some of those supporting the new Scotch Lamb initiative.

For further press information, please contact Carol McLaren, Head of Communications, QMS on 0131 472 4112 or mobile: 07739 900653 email: cmclaren@qmscotland.co.uk

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