Scotch Beef Club set for trailblazing Swedish launch

Quality Meat Scotland (QMS) is set to make a landmark move in international foodservice later this month with the launch of its Scotch Beef Club in Sweden, marking the initiative’s first entry into the Scandinavian market.

The high-profile launch event will take place on the 27 January at ERTH, one of Stockholm’s most talked about modern meat restaurants, renowned for uniting passion, craftsmanship and exceptional dining in the heart of the city’s vibrant food scene. More than 100 foodservice professionals and industry leaders from across Sweden are expected to attend.

Guests will be piped into the venue by a traditional Scottish bagpiper before being welcomed with a specially crafted whisky cocktail, courtesy of Ian Macleod Distillers. The evening, which will also include a presentation from processor ABP Food Group, will then showcase Scotch Beef at its best through a four-course menu featuring five different cuts, allowing attendees to experience first-hand the premium quality guaranteed by the Scotch Beef UK PGI mark.

The free-to-join Scotch Beef Club has been designed to drive growth of Scotch Beef within the foodservice sector, providing chefs and restaurant owners with a platform to celebrate and promote the meat’s assured quality, provenance and full traceability. The initiative also aims to support restaurants that are proud to feature Scotch Beef on their menus, helping them communicate its premium credentials to customers.

Tom Gibson, Director of Business Development at QMS, said: “We are delighted to be launching the Scotch Beef Club in Sweden with this exciting event in partnership with Globe Foods.

“Scotch Beef is recognised around the world as a signifier of premium meat, and this launch gives us a powerful opportunity to strengthen relationships and increase trade with the Swedish foodservice industry, by putting Scotch Beef front and centre for all attendees.”

The Scotch Beef Club champions key messages around exceptional quality, sustainability, provenance, taste and tenderness, attributes that continue to resonate strongly with chefs and consumers alike in premium international markets.

For more information on the Scotch Beef Club and how foodservice business can join, visit qmscotland.co.uk