5th October 2010

Top Chefs Unite to Celebrate Festival of Scotch Lamb

Tom Lewis of Monachyle Mhor in Perthshire

Top chefs from across Scotland have come together to champion Scotch Lamb, rating it amongst the best in the world. The chefs are preparing to celebrate seasonal and local Scottish produce as part of this autumn’s Festival of Scotch Lamb.

The campaign run by Quality Meat Scotland (QMS) is encouraging people to enjoy Scotch Lamb this autumn. Produced with world-leading assurance standards, Scotch Lamb is currently at its peak of seasonality and appearing on the menus of many top chefs.

Top chef ambassadors: Michelin starred Andrew Fairlie from Gleneagles, Lady Claire Macdonald of Kinloch Lodge on the Isle of Skye, Paul Tamburrini of Hotel du Vin in Glasgow, Tom Lewis of Monachyle Mhor in Perthshire, Tony Singh of Oloroso in Edinburgh and Craig Gibb of Cringletie House in Peebles will all be encouraging consumers to try Scotch Lamb this autumn. The renowned chefs will be sharing their favourite lamb recipes and placing a special Scotch Lamb dish on their menus in celebration of Quality Meat Scotland’s Festival of Scotch Lamb, during the Year of Food and Drink.

QMS has launched the £250,000 campaign to promote the seasonality and versatility of Scotch Lamb in autumn. The campaign highlights the quality of the Scotch Lamb label, with its acclaimed European PGI status, and aims to illustrate the simplicity of cooking with lamb. The label also guarantees traceability of the meat from farm to fork meaning it has been born, reared and slaughtered in Scotland.

Michelin starred chef Andrew Fairlie says; “Cooking with lamb doesn’t have to be a complicated affair, there are plenty of straightforward and delicious recipe ideas available. Scotland is famous for the exceptional quality of its Scotch Lamb and autumn is definitely the best time of year to enjoy it. Scotland’s traditional farming history is matched by passionate producers across the country resulting in produce to be proud of.”

Laurent Vernet, Quality Meat Scotland’s Head of Marketing says; “Our recent research shows that 44% of consumers say they are willing to pay more for Scotch Lamb which is great news and reflects their appreciation of the brand. The Scotch Lamb label stands for whole chain assurance and traceability - and above all quality.”

For more information about Scotch Lamb and for more serving suggestions and recipe idea please visit www.scotchbeefandlamb.com

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