Jim McLaren, Chairman of Quality Meat Scotland, welcomed today’s funding announcement by the Scottish Government.
“Our industry is absolutely committed to traceability and our farmers were global pioneers of the quality assurance which now underpins Scotch Beef, Scotch Lamb and Specially Selected Pork.
“This funding will allow Quality Meat Scotland to build on our existing work behind the brands, including ensuring consumers fully understand the traceability and quality assurance behind the Scotch brand.
“Our work on behalf of the industry to encourage consumers to look behind the label has resulted in strong awareness and confidence in Scotch Beef, with recent independent research indicating that 87% of Scots trust the brand.
“This puts the beef industry in Scotland in a strong position at times like this and the fact that consumers are taking more and more interest in the provenance of their meat can only be a good thing for the future health of our industry.
“Part of the funding announced today will be ring-fenced for activity behind the Scotch Lamb brand, giving us an opportunity to offer much-needed support to the sheep industry which has seen falling prices and increased costs on the back of an exceptionally wet year in 2012.”