Quality Meat Scotland publishes industry toolkit to support positive red meat conversations

Quality Meat Scotland publishes industry toolkit to support positive red meat conversations

Quality Meat Scotland (QMS) has published the "Get in the know. Celebrating the positives of red meat’ 2025 toolkit, a comprehensive resource designed to highlight and empower stakeholders to communicate the health benefits and sustainability of Scotland’s red meat. This toolkit contains evidence-informed insights into the socio-economic contributions of red meat, and showcases what’s behind our Scotch Beef, Scotch Lamb, and Specially Selected Pork brands.

This year’s toolkit is released in tandem with the latest burst of our ‘When You Know, You Know’ consumer marketing campaign, encouraging people to look beyond the logo and appreciate the quality assurance and care behind the Scotch labels across the whole supply chain.

QMS Director of Communications and External Affairs, Holly McLennan, said:

“The new year is often a time where we focus on personal improvement including our health and wellness. This accessible toolkit aims to showcase the various, evidence-informed benefits of red meat to everyone and cut through the noise of misinformation regarding red meat’s place in a healthy diet and our planet.

“It is also a useful resource for the red meat supply chain to support positive red meat conversations and includes digital assets such as verified nutritional infographics, which can be downloaded to share on stakeholder channels to spread the word together.”

As well as setting out the facts on the rich nutritional benefits of red meat (including children’s growth and development, supporting a robust immune system, maintaining muscle mass and function and effective contribution to our daily iron requirements) , the ‘Get in the Know’ toolkit also includes information on sustainable land management, farming, greenhouse gas emissions and wider community impact. In addition, some of the latest Make it Scotch recipes are shared to give you some inspiration for weekly and special meals which are bound to go down a treat!

Packed with infographics, shareable digital assets, videos and recipes, the toolkit makes the information easily accessible and engaging for a variety of audiences. Each section aims to debunk common myths surrounding red meat, providing clear, fact-based messaging that highlights the industry’s vital role in promoting health and wellbeing.

Holly continued: “Whether you work in the red meat sector or are a consumer looking for more information, this easy to use toolkit helps to ‘get in the know’ on the health credentials of quality red meat and demonstrates how the Scotch Beef, Scotch Lamb and Specially Selected Pork brands can be seamlessly incorporated into a healthy, balanced diet.”

QMS is proud to have a group of Scotch Ambassadors, who play a key role in promoting the benefits of our brands to communities across Scotland. If you are interested in support for food and farm talks and / or cookery demonstrations at community events and classrooms then please get in touch.

For more information and to access the toolkit visit https://qmscotland.co.uk/news-media/publications and help us spread the word on the positive role of red meat, please visit and follow QMS on social media.