Scotch Lamb to be Showcased at Canadian Event

Scotch Lamb PGI is set to be high profile at a major international tradeshow, SIAL, being held this week in Montreal.

SIAL runs over three days from May 2 - 4 and attracts more than 850 national and international exhibitors from 50 countries, welcoming over 15,000 buyers from Canada, the US and 60 other countries. The event caters to delegates looking to supply retail outlets, food service or the food processing industry.

Quality Meat Scotland (QMS) has exhibited at SIAL in the past in Paris and Toronto, however this year will join forces with AHDB and HCC Meat Promotion Wales. The three countries will share a joint stand showcasing premium red meat products from England, Scotland and Wales as part of a UK initiative to support exports.

At the event this week, QMS will be promoting Scotch Lamb with its Protected Geographical Indication (PGI) status to potential buyers, along with the guarantees of quality assurance, provenance and welfare that underpin the brands.

The event will also see the promotion by QMS of a new “Beef and Lamb Exporters from Scotland Directory” which showcases what sets the brands apart and profiles the companies based in Scotland and involved in exports.

The newly-compiled publication also highlights QMS’s commitment to supporting Scotland Food & Drink’s Ambition 2030 by showcasing Scotland’s credentials as the “home of flavour” and a presents Scotland as the “Land of Food and Drink”.

QMS is also partnering with Seafood Scotland sharing the best Scottish fayre with food lovers across the world.

The event will see two of Scotland’s largest food organisations jointly fronting the exciting Surf and Turf initiative which is also supported by Scottish Development International (SDI).

Key buyers will be served the ultimate Scottish ingredient combo, Scotch Lamb and some of the world finest seafood at a high profile international dinner.

A new “Scotch Surf & Turf” publication is also being launched. This contains a selection of recipes from canape to main dish with each recipe crafted to showcase the quality produce that Scotland’s natural environment can produce.

Laurent Vernet, Director of Strategic Engagement with QMS, is attending the show and said the market in Canada offers significant potential for Scotch Lamb PGI sales growth in the coming years.

“Canadian consumers have a genuine appetite for quality natural lamb produced with traditional grass fed and extensive methods, so SIAL Canada is a fantastic opportunity for us to meet with buyers, reinforce the key messaging and secure trade for our exceptional brands with a specific focus on Scotch Lamb PGI,” said Mr Vernet.

Montreal is known as the food capital of Canada and we are delighted to be joining forces with Seafood Scotland. We will use the opportunity of the trade exhibition to promote the best of Scotland’s natural larder, creating export opportunities for the outstanding produce from Scotland’s land and sea,” he added.

Clare MacDougall, Trade Marketing Manager at Seafood Scotland said “We are delighted to be working with QMS on this exciting event in Montreal, Canada, to promote some of Scotland’s finest seafood alongside premium Scotch Lamb. The Canadian market offers real export opportunities for seafood due to the strong ‘foodie’ culture that exists and as a result we are widening the offering of Scottish seafood available by introducing shellfish, like Langoustine and Crab, Haddock and Cod and established favourites like fresh and smoked Salmon.

“The innovative pairing of lamb and seafood featured at the SIAL Canada event will form part of an ongoing partnership with QMS that will see us promoting Scotch Surf and Turf on an international stage from North America to Asia over the coming months,” said Ms MacDougall. 

The presence at SIAL Montreal, as well as other international trade shows and activities, is funded by the £2 million fund of AHDB red meat levies ring-fenced for collaborative projects which is managed by the three GB meat levy bodies – AHDB, HCC and QMS.

The ring-fenced fund is an interim arrangement while a long-term solution is sought on the issue of levies being collected at point of slaughter in England, for animals which have been reared in Scotland or Wales.