22nd March 2011

Scotch Beef and Lamb Making Presence Felt in China

Scotch Beef and Lamb is making its presence felt in China this week as a result of Quality Meat Scotland’s involvement in a visit by a major delegation of 30 business leaders from the European food sector.

Laurent Vernet, QMS Head of Marketing, is part of the delegation which is representing an enticing array of world-famous European food and beverage produce in China.

 Led by EU Commissioner for Agriculture and Rural Development, Dacian Ciolos, the group is visiting Shanghai, Hangzhou and Beijing to promote quality European agricultural products which carry Geographical Indications (GIs).

 “Scotch Beef was one of the first products to be awarded PGI status and the Scottish red meat industry is rightly proud of the wonderful tradition, welfare and quality assurance which underpins both Scotch Beef and Scotch Lamb,” said Mr Vernet.

 “A key aim of this week’s visit is to raise awareness in China of the excellence and superior quality of products such as these which carry the PGI logo. It is also a great opportunity to raise the profile of Scotland’s growing reputation as a land of food and drink,” he added.

 Along with Scotch Beef and Lamb, representatives of world famous products such as Rioja wine, Roquefort cheese and Scottish farmed salmon are spending the week in China to explain the heritage and production traditions that makes each of these products unique.

 As part of QMS’s activity during the visit to promote the attributes of Scotch Beef and Scotch Lamb, film footage of livestock farming in Scotland is being screened at events attended by VIP officials, the Chinese media and key wholesalers, retailers and importers.

 The footage features Argyll-based sheep farmer Sybil MacPherson who was one of the stars of QMS’s recent ‘Behind the Label’ campaign which saw farmers appear on huge billboard posters across Scotland. Consumers were also invited to learn more about the pride livestock farmers take in their jobs by taking a virtual farm tour on-line.

 This week’s activity in China will also see eight top restaurants in Shanghai serving guests a special menu that fuses the best of European and Chinese gastronomic traditions.


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