Quality Meat Scotland (QMS) will use Scotsheep 2026 to introduce a dedicated sheep focus within its industry-leading ‘Meating Our Potential’ campaign, building on the momentum it created for the beef sector in 2025.
Taking place on Wednesday 10 June from 10am to 10.25am in the Workshop Area at Scotsheep, Wedderlie Farm, the launch by QMS and the National Sheep Association (NSA) Scotland, in partnership with the Scottish Red Meat Resilience Group, will unveil the latest economic modelling, shine a spotlight on the socio-economic significance of sheep to Scotland and underline the vital contribution the sector makes to rural communities, businesses and the wider economy.
By highlighting the importance of sheep farming to Scotland’s agricultural sector and rural economy, the campaign will help make the case for continued investment in Scottish red meat production, to boost confidence across the supply chain and maintain domestic sheep sector self-sufficency
As Scotland’s flagship sheep event, Scotsheep provides an ideal platform for this targeted sheep-focused announcement. QMS is proud to support the one-day event, organised by NSA Scotland, which brings together thousands of sheep producers, industry representatives and rural businesses from across the country for a day focused on innovation, knowledge exchange and sector development.
Sarah Millar, Chief Executive of QMS, said: “I’m delighted to be going to what is set to be a fantastic Scotsheep event to highlight our newest insights. The response to ‘Meating Our Potential’ in 2025, which supported beef sector progress on productivity, output and growth as well as the Scottish Government’s rejection of the Climate Change Committee’s advice to reduce livestock numbers, showed there is real societal appetite to get behind a positive, practical vision for Scotland’s red meat sector. At Scotsheep, our focus is firmly on sheep and on recognising the enormous socio-economic significance of the sector to Scotland.
“Sheep farming underpins jobs, supports some of our most remote and rural communities and contributes to the strength and resilience of our wider agricultural economy. By shining a light on that contribution, we want to help build confidence, support future investment and encourage sustainable growth in livestock numbers to support the Scottish economy.”
Visitors to Scotsheep 2026 are encouraged to attend the launch at the Workshop Area from 10am to 10.25am on Wednesday 10 June to hear more about the newly forecasted opportunity and how QMS, NSA and the Scottish Red Meat Resilience Group will work together to highlight the importance of Scotland’s sheep sector and support the long-term potential of the wider red meat industry.
The QMS stand can be found at Shed 5, Stand 80 with a butchery demo in the Workshop area from QMS’s Brand Development Manager, Gordon Newlands. Our Community Engagement Coordinator, Abby Goldie and Make It Scotch Ambassador, Bethany Ferguson, will be in the RHET Farm Discovery Hub, located in Shed 9 for the duration of the day. They will be engaging with over 200 school children on the journey of red meat through an interactive session, where they will also get to taste some Scotch Lamb too.