Quality Meat Scotland (QMS) has launched a new video, bringing together representatives from across the Scotch Lamb PGI supply chain, to help raise awareness and celebrate the brand during Love Lamb Week (1 – 7 September).
The video, which launched on QMS social channels today (1 September), includes representatives from NFU Scotland, Institute of Auctioneers and Appraisers in Scotland, National Sheep Association Scotland, John Scott Meat, Scottish Association of Young Farmers’ Clubs, Scottish Craft Butchers, Scotch Butchers Club, Scotch Beef Club, alongside local farmers and chefs detailing what they love about Scotch Lamb PGI.
“Great things happen when our industry rally to support initiatives like Love Lamb Week,” said Kate Rowell, QMS Chair.
“From field to fork, representatives from across the whole supply chain have come together to promote why they love Scotch Lamb PGI. The video, and follow-up content that will be posted over the next week, will promote our industry’s world-renowned quality assurance schemes and impressive sustainability credentials.
“The aim of Love Lamb Week and this video is to highlight the quality, taste and nutritional benefits of lamb, and who better to do that than the people behind that process.”
Lesley Cameron, QMS Director of Communications and Marketing added: “It’s been fantastic to see so many industry representatives take a leading role in helping market and promote Scotch Lamb PGI. There’s still time to be involved with Love Lamb Week 2020 and the wider campaign with expressions of interest open to become a ‘Make it’ ambassador.”