3rd July 2025

QMS Inspires Over 10,000 Pupils Across Scotland with Red Meat Outreach

Quality Meat Scotland’s Outreach Department has sparked excitement about Scotch Beef, Scotch Lamb, Specially Selected Pork, farming, and red meat careers among thousands of young people this spring and early summer.

Between April and June 2025, QMS staff travelled the length and breadth of Scotland, reaching over 10,600 pupils and students through interactive cookery demos, careers events, and food and farming days. Teachers, staff, and families were also engaged at schools, events, and colleges across the country.

Supporting this effort is the Make It Scotch Ambassador Programme, a dynamic network of 37 passionate farmers, chefs, and educators championing Scotland’s red meat sector and sharing its story directly with young people.

Highlights included an Eat to Compete nutrition session at Murrayfield with 76 Earlston High pupils, showing young athletes how red meat can fuel their performance, plus cookery demos at Buckie High School. In May, QMS delivered a packed schedule of demos and careers sessions at schools and events including West College Scotland, Bell Baxter High, RHET Food & Farming Days, BUAS Day at Kelso, UHI Perth Campus, and RNAS BeefTech, reaching over 3,000 pupils. June saw continued activity at Greenwards, Kirktonholme, Bell Baxter, Cullen, and the DYW Moray Land-Based Careers event.

Engagement extended beyond the classroom with events like Meatopia in Glasgow, which celebrated quality red meat, and the Royal Highland Show’s Discovery Centre, where the QMS team welcomed 6,000 children in person and 1,500 virtual visitors online. Schools also visited the QMS stand at major industry events including BeefTech and Scotsheep.

Tracy Martin, Reputation Manager at QMS, said:
“Our outreach work is all about inspiring the next generation with the story of Scotland’s sustainable red meat. By connecting with pupils, students, and educators, we’re building understanding around nutrition, farming, and career opportunities. It’s so important that young people know where their food comes from and appreciate the care, dedication, and high standards that go into producing Scotch Beef, Scotch Lamb, and Specially Selected Pork. By sparking curiosity and conversations, we’re helping to secure a bright future for Scotland’s food and farming industries.”

Jane Campbell, QMS Make It Scotch Ambassador from Dumfries and Galloway, said:
“I’ve thoroughly enjoyed working on behalf of QMS to promote the farm-to-fork journey and highlight the quality of Scotch produce to all generations, especially younger consumers. It’s so important to help them understand where their food comes from and to show the exciting opportunities available within our sector.”

QMS will continue its outreach programme throughout the year, helping educators bring Scotland’s red meat story to life.

Follow @MakeItScotchEd for updates or email tmartin@qmscotland.co.uk to book a session.

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