Our mission for Scotland’s red meat supply chain has only just begun

By Kate Rowell, Chair of QMS

Reflecting on 2024, I’m proud of the momentum Quality Meat Scotland (QMS) has achieved following the formal completion of our strategic restructure and launch of our five-year strategy to 2028. Thanks to the dedication of our team and partners, 2024 has been a year of vision, collaboration, and growth, laying a strong foundation for the years ahead.

International demand

Scotland’s red meat sector is held in the highest regard internationally, and overseas demand has never been stronger. It was tremendous to announce that the total value of Scotland’s red meat and offal sold outside the UK soared to £137 million in the year to July 2024 – the first time exports have exceeded £100 million. Scotch Lamb performed exceptionally well, accounting for nearly one-third of export revenues, underscoring Scotland’s global reputation for premium quality. QMS showcased this at SIAL Paris, one of the world’s premier food trade shows, highlighting the quality, provenance, and sustainability of Scotch Beef, Scotch Lamb, and Specially Selected Pork.

Local industry strength and economic impact

Closer to home, QMS highlighted the ongoing resilience and economic importance of the red meat sector through the 2024 edition of the Red Meat Industry Profile, launched at Turriff Show for the first time. The report shows significant opportunities for our £2.8 billion sector to enhance its contribution to Scotland’s economy and the UK's food security. In 2023, turnover from red meat processing in Scotland rose for a fourth consecutive year, increasing by 1% to £975 million.

Environmental initiatives

In partnership with the Agriculture and Horticulture Development Board (AHDB), we launched an Environmental Baselining pilot across 170 farms, helping farmers measure and improve their net carbon position – a vital step in meeting Scotland’s environmental targets. We look forward to seeing this project's impact in the coming years.

Enhanced Quality Assurance Standards

Our ongoing review with industry and key stakeholders of the cattle and sheep standards scheme has gathered essential input from members, ensuring QMS leads in quality assurance. These updated standards, set to launch in June 2025, will streamline the process for industry members while strengthening trust and excellence in Scotland’s red meat sector.

Our team has been on the road again this year, engaging directly with farmers and industry partners through market visits across Scotland. These interactions provided valuable feedback on our quality assurance schemes.

Success of ‘When You Know, You Know’ Campaign

Launched in September, our new marketing campaign, "When You Know, You Know," has quickly become one of our most successful consumer campaigns. This festive season, we’re giving it a seasonal twist to inspire people to choose Scotch brands for holiday feasts. The campaign reaches almost 80% of adults in Scotland through TV adverts, social media, and print collaborations with The Sunday Times and the Scottish Sun. For festive recipes and more, visit makeitscotch.com.

Celebrating at the Royal Highland Show

The Royal Highland Show (RHS) remains a calendar highlight. QMS showcased our brands and hosted space for industry engagement, including a breakfast briefing for 150 guests—including representatives from farming, butchery, auction markets, and processing—as well as the First Minister, John Swinney. We are grateful for everyone who participated in conversations shaping Scottish agriculture’s future.

Community Marketing Fund supporting local initiatives

We launched our 2024/25 Community Marketing Fund to support events and projects promoting Scotch Beef, Scotch Lamb, and Specially Selected Pork across Scotland. These initiatives, ranging from cookery and butchery demonstrations to next-generation outreach, help bring our premium brands to life. Applications for projects are welcomed via qmscotland.co.uk.

Promoting nutritional benefits and community engagement

This year, we welcomed and trained over 30 experienced Scotch ambassadors to champion our brands in schools and communities, educating consumers on the importance of quality-assured red meat.

We formed a landmark partnership with Glasgow Warriors and Edinburgh Rugby to promote Scotch Beef, Scotch Lamb, and Specially Selected Pork as part of a balanced diet. This collaboration reaches new audiences, with development days planned across Scotland.

Strategic engagements with MSPs and MPs have provided valuable platforms to discuss the industry’s contributions, challenges, and opportunities. We will continue to speak up for the red meat sector during government dialogues, emphasising our positive role in both dietary health and climate impact.

Looking ahead with commitment and vision

As we chart our path forward, we are delighted to share the wonderful news that HRH The Princess Royal has graciously agreed to continue her role as Patron of the Scotch Chef’s Club, run by Quality Meat Scotland, for a further three years. This continuation of her patronage underscores our shared commitment to championing Scotland’s red meat sector and the values of quality, provenance, and sustainability that are at its core. We are deeply grateful for HRH’s unwavering support, and the prestige her association brings to our mission. 

Reflecting on 2024, I extend my deepest thanks to everyone who has supported QMS. The strides we’ve made this year are the foundation of an even stronger future as we build a Scottish red meat sector that exemplifies quality, sustainability, and innovation.

Our talented people, many of them from the agriculture and food industries, care deeply about supporting the red meat supply chain and are only getting started on our vision to make Scotland THE choice for premium red meat. From consumers at home to international business customers we are committed to ensuring our brands are recognised as a mark of integrity.

This commitment to quality, alongside our focus on sustainability and innovation, will ensure we continue to grow and thrive in the years ahead.

Here’s to a successful and impactful 2025 - filled with progress and Scotch Beef, Scotch Lamb and Specially Selected Pork on tables across Scotland and beyond.