Reflecting on a Year of Progress – A Message from Kate Rowell, Chair of QMS

As 2025 draws to a close, I’ve taken time to reflect on what has been an exceptionally busy and rewarding period for Scotland’s red-meat industry. From market expansion and on-farm innovation to community engagement and renewed industry pride, this year has shown just how committed Quality Meat Scotland (QMS, our partners and wider sector is to growing sustainably, collaboratively and confidently.

Driving progress with “Meating Our Potential”

One of the most visible steps forward this year has been the momentum behind the Meating Our Potential campaign, developed by QMS in partnership with the Scottish Red Meat Resilience Group. The focus is on steady, achievable growth rather than dramatic, high-risk changes — because together, small, consistent improvements can deliver real, long-term impact.

The economic case is compelling. QMS modelling shows that closing Scotland’s projected beef supply gap in 2030 would require around 79,000 additional breeding cows. This, in practical terms equates to just a couple of extra cows per herd each year, or six to eight over a three- to four-year period. This modest growth could generate an extra £281 million in output for Scotland and contribute around £76 million in Gross Value Added (GVA) to the economy.

What’s particularly powerful is how achievable this is at farm level. By adding a couple of cows per year and applying evidence-backed management strategies, farmers can strengthen productivity and support long-term sector growth. I would strongly encourage everyone to visit the Meating Our Potential online toolkit to explore case studies, webinars, and practical resources that show how even small changes can make a real difference. This toolkit provides farmers with practical guidance on improving herd performance, strengthening resilience, and boosting profitability. And this is not just a message I’m sharing in principle. At home, we’re also planning to add a few more cows to our own herd, putting into practice the same steady, achievable growth we’re encouraging across the sector.

All well as making front page press and reaching more than 3 million people, the campaign also successfully engaged cross-party political stakeholders across the country. QMS alongside producers and partner organisations hosted a series of strategic engagement events with MPs, MSPs, councillors, and parliamentary candidates, allowing them to see first-hand the challenges and opportunities in Scotland’s red meat sector. From on-farm visits in Linlithgow, Pathhead, Easter Ross, Fraserburgh, and Kilmacolm, these sessions highlighted the economic importance of the sector, the role of Scottish red meat in local communities, and the opportunity to grow production sustainably.

Flying the flag for Scotland on the global stage

It has also been a great year for Scotland’s red-meat exports, which reached a record £164 million. That figure represents more than commercial success — it shows that the world increasingly values the standards, welfare and provenance behind Scotch Beef, Scotch Lamb and Specially Selected Pork.

Our attendance at Anuga 2025 in Cologne played an important role in strengthening these international relationships. The event gave us the chance to showcase the very best of Scotland’s product, build new connections and reinforce why Scotch remains one of the world’s most trusted and admired red-meat brands.

Celebrating community at the Royal Highland Show

The Royal Highland Show is always a highlight of the year, and 2025 was no exception. Over four days at Ingliston, the QMS stand became a hub of energy, conversation and celebration, showcasing Scotch Beef, Scotch Lamb and Specially Selected Pork.

It was wonderful to connect with farmers, young people, families and stakeholders, and to see the pride and passion for Scottish agriculture on display. Highlights included cookery demos in the Food for Thought Theatre, family activities with RHET, and retailer tastings at Aldi and Lidl. We also hosted the Monitor Farm reception and were proud to see industry and political leaders from both the UK and Scottish Governments sign the Meating Our Potential pledge, committing to feeding our growing nation with locally produced, sustainable red meat.

This year’s show reaffirmed why our work matters- celebrating the people, the produce and the shared purpose that make Scotland’s red-meat industry so special.

Honouring 35 Years of Quality Assurance

This year, we proudly celebrated 35 years of QMS Quality Assurance, a milestone that reflects Scotland’s long-standing commitment to integrity, welfare, and provenance. Since 1990, our Quality Assurance schemes have given consumers confidence in Scotch Beef, Lamb, and Specially Selected Pork, and today over 9,000 members across the supply chain uphold these globally recognised standards.

This milestone year has also been one of progress and innovation. Our updated Cattle & Sheep Quality Assurance Standards developed in collaboration with industry, coming into effect in January 2026, are simpler and more practical while maintaining the rigorous standards that make Scotland a global benchmark. Tools like the new QMS Traceability Checker and updated SPECC system are helping members access accurate data more easily, strengthening transparency across the supply chain.

As we celebrate 35 years, it is clear that the strength of Quality Assurance lies in the people behind it - our members, partners, and the QMS team who continue to uphold Scotland’s reputation for world-class red meat.

Inspiring the Next Generation

From April to October, QMS reached approximately 12,000 pupils and students across Scotland through cookery demonstrations, careers events, Food & Farming days, and Eat to Compete workshops. From primary schools to colleges, young people explored the journey from farm to fork and learned about the quality, sustainability, and provenance of Scotch Beef, Scotch Lamb, and Specially Selected Pork. Sport played a key role, with rugby sessions at Glasgow City Football Club, Stewartry Rugby Club, and Strathmore Rugby Club highlighting how red meat supports healthy eating, active lifestyles, and performance — with a special focus on engaging young women and girls.

Connecting with Communities

Beyond schools and sport, QMS strengthened community connections through initiatives like the Community Marketing Fund, supporting projects that educate and inspire about Scottish red meat. Highlights this year included the Academy Champions Day at Boroughmuir Rugby, Slow Food Edinburgh’s ‘Beyond the Chop’ demonstration, the Orkney Food, Farming and Countryside Learning Day, and cookery stands at local shows like Turriff. If you have a local project or event and would like support, please get in touch with QMS to explore how the Community Marketing Fnd can help.

Celebrating Christmas with Scotch Brands

The festive season saw the launch of the latest phase of our When You Know, You Know campaign, reaching an estimated 79% of adults in Scotland. Running across TV, press, digital, and social media, the campaign celebrates Scotch Beef, Scotch Lamb, and Specially Selected Pork at Christmas, inspiring consumers to create new traditions and enjoy red meat as part of everyday healthy and festive eating. From showstopping roasts to creative canapés, the activity highlights quality, provenance, and the joy of cooking with Scotch brands during the holiday season. Visit the Make it Scotch webpage to get inspired by our latest recipes!

Of course the summary is not exhaustive, and as well as the annual projects we have the ongoing services across our strategic areas churning all of the time on behalf of the Scottish red meat supply chain. When I look back at this year, I feel genuinely proud — not just of the milestones, but of the people who made them possible. Farmers, auctioneers, butchers, processors, educators, ambassadors, community groups and consumers all play a part in shaping Scotland’s red-meat story.

Your energy, dedication and belief in our sector are what keep us moving forward.

Thank you for your support throughout 2025. I look forward to everything we’ll achieve together in 2026.

Warm regards,
Kate Rowell
Chair, Quality Meat Scotland