13th August 2020

Search is on to find ‘Make it’ Ambassadors

Chair of Quality Meat Scotland (QMS), Kate Rowell, is encouraging farmers, butchers, auctioneers, hauliers, processors, chefs and red meat industry professionals to become ‘Make it’ ambassadors and play a leading role in promoting the Scotch brands – Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork - over the coming months.

The ‘Make it’ ambassadors will take on a new and innovative role in driving recipe inspiration and key positive messages about the brands, kicking off with Scotch Lamb in the lead up to Love Lamb Week on 1 – 7 September 2020.

“The aim of the ambassador programme is to help upskill those within the industry to confidently drive the positive messages we have about sustainability, high-welfare and the nutritional benefits of our brands and increase consumer awareness with recipe inspiration, hints and tips to encourage shoppers to buy Scotch Beef, Scotch Lamb and Specially Selected Pork when they are in their local butcher’s shop or supermarket,” said Mrs Rowell.

“Through our ‘Make it’ ambassador programme we also hope to showcase the diversity of people who work hard to produce and supply world-class, quality assured Scotch Beef, Scotch Lamb and Specially Selected Pork to consumers not just in the UK but across the globe,” she added.

The ‘Make it’ ambassador programme will include a series of toolkits, issued by QMS, which will include key messages on the benefits of eating red meat along with graphics and videos for ambassadors to share on an ongoing basis.

2019 Scotch Lamb ambassador, Michelle Stephen, said she strongly encourages anyone in the Scottish red meat industry to get involved.

“Being a Lambassador was a fantastic and rewarding experience and the resources provided gave me the tools to confidently connect with consumers and showcase the field to fork journey thorough not only my Insta_glamb account, but also on national TV and press opportunities,” said Michelle.

Those looking to become a 2020 ‘Make it’ ambassador need to register their interest by 24 August and can do so by emailing info@qmscotland.co.uk.


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