Quality Meat Scotland to champion Scotch Beef, Scotch Lamb and Specially Selected Pork at Anuga 2025

Quality Meat Scotland (QMS) is heading to Anuga 2025 in Cologne, Germany – the world’s leading food and beverage trade fair – to showcase Scotland’s red meat excellence and build on the outstanding success achieved at the previous Anuga in October 2023. The event runs from 4-8 October and brings together key decision-makers, industry experts, and buyers from across the globe.

Scotland’s red meat sector is a cornerstone of the rural economy, and QMS remains committed to highlighting the exceptional quality, sustainability, and provenance of Scotch Beef, Scotch Lamb and Specially Selected Pork as part of its strategy to make Scotland the choice for premium red meat.

Anuga 2025 is expected to attract over 170,000 trade visitors from nearly 200 countries, offering a vital platform for exporters to engage with new and existing partners. QMS’s presence at the show follows record-breaking results from Anuga 2023, where attendance led to £22.9 million in new export business opportunities for Scotch Beef, Scotch Lamb, and Specially Selected Pork.

All Scottish red meat exporters will be represented on the QMS flagship stand, alongside producers and wholesalers exploring new routes to international markets. Visitors will be treated to innovative recipe samples featuring Scotch Beef, Scotch Lamb, and Specially Selected Pork, prepared by award-winning chefs Eadie Manson and Scott Lyle.

Sarah Millar, Chief Executive of QMS, said: “Anuga 2025 offers a platform for Scotland’s red meat industry to connect with high-value markets and showcase what sets our produce apart. By sharing the exceptional taste, rich heritage, and integrity of Scotch Beef, Scotch Lamb, and Specially Selected Pork – all backed by our world-leading quality assurance schemes – we’re determined to position Scotland as the choice for premium red meat globally. Our goal is to build strong, lasting relationships that deliver sustainable growth and benefit everyone in the supply chain, from farmers to exporters.”

Cabinet Secretary for Rural Affairs, Land Reform and Islands Mairi Gougeon, will also attend Anuga 2025, further demonstrating the Scottish Government’s commitment to promoting the country’s world-class produce.

Rural Affairs Secretary Mairi Gougeon said: "Scotland is renowned for its exceptional meat produce - buyers all over the world, recognise the quality and provenance that our red meat brings to the table. QMS are leading the way, with the amazing work they do showcasing Scottish products and businesses at platforms like SIAL and Anuga.

“These trade shows are successful in providing great opportunities for the sector and allow us to engage directly with importers – further demonstrating why our produce is so sought after.

"Last year’s QMS annual export survey showed just how far we've come — with record-breaking export numbers that speak volumes about the strength and global appeal of our industry.

"We are committed to promoting Scotland’s world-class produce and I look forward to working with QMS as our red meat is showcased once again on the world stage."

Tom Gibson, Director of Business Development at QMS, added: “Our previous success at Anuga highlighted the enormous potential of this event to drive growth in Scotland’s red meat exports. Anuga 2025 is not only a platform to showcase quality but a place to build trust, share our sustainability story, and demonstrate why Scotch Beef, Scotch Lamb, and Specially Selected Pork stand out in a competitive global market.”

Keep up with QMS activities at Anuga 2025 by following them on social media @qmscotland. For more information on Anuga, visit: www.anuga.com.