QMS celebrates record success at Anuga 2023: £22.9 million in new business opportunities

Scotch Beef, Scotch Lamb and Specially Selected Pork will benefit from a record-breaking £22.9 million in new export business opportunities as a  result of attending last October’s Anuga trade show. The German event forms a key part of QMS’s export development drive, making Scotland the choice for premium red meat, and brought together processors, wholesalers, and customers to its flagship exhibition stand.

Anuga is one of the world’s foremost food fairs, and a key showcase opportunity with more than 140,000 visitors from 200 countries, including influential buyers and decision-makers. Throughout the four-day event, visitors engaged with the QMS team and Scotland’s red meat companies. The global attendees gained insights into the Scottish red meat sector, as well as sampling an array of Scotch Beef, Scotch Lamb, and Specially Selected Pork prepared by award-winning chefs.

Kate Rowell, QMS Chair said: “Our activity reflected QMS's strategy to establish Scotland as a global leader in sustainable red meat production. Discussions centred on quality assurance, provenance, sustainability, and productivity, with our goal to position Scotland as the premium choice for red meat.”

Tom Gibson, Director of Business Development at QMS said: “All of the businesses who attended reported record levels of interest in Scotch Beef, Scotch Lamb and Specially Selected Pork, and £22.9 million of new business is a phenomenal figure.

“There are big opportunities in export. Our brands have a great reputation, and we have the job to tell that story across the world. The success of Anuga further strengthens the entire supply chain, benefiting farmers, processors, wholesalers, and exporters alike.”

The presence of Cabinet Secretary for Rural Affairs and Islands, Mairi Gougeon, and George Burgess, Director of Agriculture and Rural Economy underscored the Scottish government's commitment to supporting the growth and development of the red meat industry.

Rural Affairs Secretary Mairi Gougeon said: “Whilst attending last year’s Anuga trade show I saw for myself the massive international interest that there is in red meat from Scotland.

“I am delighted that this engagement has led to a record-breaking event for QMS, which is a testament to both the quality of the product as well as the diligence and hard work of Scottish producers.

“Having spent time with Quality Meat Scotland and our red meat suppliers, I know they are dynamic, forward-thinking businesses who are passionate about our world class produce. It’s incredible to hear of the demand for sustainably produced Scottish farm assured red meat and I’m delighted that our companies had a very successful show in Germany.”

To hear more from Anuga and about QMS's Market Development work, don't miss the latest QMS podcast featuring Director of Market Development, Tom Gibson. Tune in at https://qmscotland.co.uk/news-media/qms-podcast