28th August 2013

Scotch Beef PGI Launched at Flagship Hong Kong Store

Scotch Beef PGI enjoyed a major presence in August 2013 at the re-launch of a premium Hong Kong supermarket’s flagship store.

The 35,000 square foot Great Food Hall, based in central Hong Kong, promoted Scotch Beef as part of its re-launch activities over a six week period.

Trade was secured with the supermarket to supply fresh Scotch Beef after a delegation from the Scottish food and drinks sector, led by inward investment agency Scottish Development International (SDI) and Quality Meat Scotland, visited HOFEX, the largest food and hospitality trade show in Asia-Pacific.

The store re-launch, which included a media event, official opening and customer launch, featured Scotch Beef chef demonstrations and sampling. Scotch Beef was also be introduced directly to approximately 200-300 consumers via Great tasting nights at the store.

“This is a fantastic opportunity to promote Scotch Beef to Hong Kong’s press and, most importantly, Hong Kong’s consumers,” said Laurent Vernet, QMS Head of Marketing.

Hong Kong has been identified by the industry as an important market for premium high quality Scotch Beef,” he added.  “The presence of Scotch Beef in the Great Food Hall is an important stepping stone in communicating the quality, unique taste and robust traceability which underpins the Scotch brand with its valuable European PGI status.”

Anne MacColl, Chief Executive of Scottish Development International, said: “Scotch Beef is globally renowned for its quality, authenticity and provenance and our industry benefits from centuries of farming tradition and expertise.

“I am delighted that our attendance at HOFEX 2013 has already generated such a strong interest in one of Scotland’s premium food and drink brands.

“We have seen a rapid increase in the volume and value of Scottish exports to Asia, breaking the £1 billion mark in 2011 after a 40% year-on-year increase.  This new partnership is a fantastic opportunity for Scotch Beef to capitalise on the growing potential in the market.”

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