Quality Meat Scotland launches new ‘Behind the Label’ campaign

Scottish farmers were today celebrating the launch of a new campaign - ‘Behind the Label’ - developed by Quality Meat Scotland.

Farmers from across Scotland arrived into the city by tractor and were joined by Miss UK, Katherine Brown - QMS’s healthy eating ambassador - as they unveiled a huge billboard poster starring over 100 farmers which will this week debut across the country.

The campaign aims to improve consumers’ understanding of the quality, welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.

It also aims to bring into the cities a sense of the stockmanship skills, tradition and heritage which are embodied by the farmers who produce the red meat for these famous brands.

The farmers featured in the poster are a mixture of beef, pork and lamb producers from around Scotland, a number of whom are from families who have been farming for many generations.

Donald Biggar Chairman of Quality Meat Scotland said: “This is one of the most exciting campaigns we have undertaken on behalf of the industry and the first time we have developed a campaign which covers all three brands – Scotch Beef, Scotch Lamb and Specially Selected Pork.

“The campaign comes at an important milestone in the history of the Scottish red meat industry. This year is the 20th anniversary of the world-leading farm assurance scheme, which underpins the industry and gives consumers confidence in the welfare, quality and traceability behind our ‘Scotch’ brands.

“I am certain this campaign will help to improve consumers’ understanding of the guarantees behind these labels and I hope it will also encourage them to share our farmers’ pride in the skill and dedication that goes into the production of our beef, pork and lamb.”

Huge 48 sheet posters featuring the farmers “Behind the Label” and six sheet posters featuring individual farmers will be located at around 250 sites across Scotland over the coming weeks, including five Scottish cities.

Consumers will be able to make a virtual visit to a farm and hear about the lives of farmers “face to face” by visiting www.getbehindthelabel.com

Among the farmers starring in the on-line films are Morayshire-based beef farmers and butchers Jock and Mike Gibson, Perthshire beef and lamb farmers George and John Ritchie, Argyllshire sheep farmer Sibyl McPherson, Fife pig producers Andrew and Craig Peddie and Dumfriesshire beef farmer, Donald Biggar.