Written by Rachel Martin
Three farmers have been unveiled today (Friday, June 21) as the faces of Quality Meat Scotland’s new ‘Meat With Integrity’ campaign, which is set to launch next month.
First Minister Nicola Sturgeon met three of the farmers – Hazel McNee from Tealing, Joyce Campbell from Sutherland and Fraser Shaw from Lockerbie – at the QMS stand at the Royal Highland Show.
The First Minister heard about the new campaign, which is set to launch on July 29, and how it aims to raise public awareness of the Scottish red meat industry’s animal welfare and sustainability credentials.
The campaign will cover all three brands – Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork – and include billboard, print, social media and digital activity.
“The aim of ‘Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’s exceptional credentials,” explained QMS chairman Kate Rowell.
“The campaign will also highlight our industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors.
The aim is to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.
Rowell also urged everyone involved in the red meat industry to throw their collective weight behind the campaign in the weeks ahead.
Speaking at the QMS industry breakfast, Rowell said: “The support of the whole industry can make a huge difference to what we can do.
A recent survey shows us that nearly 90% of Scottish people think that farming is important to economic growth, and the public are clear that they want to see more produce raised and grown locally, with an emphasis on animal welfare and environmental protection.
“We can deliver all of these things if we unite and work in partnership. I am immensely proud to be leading an organisation which is 100% committed to supporting the Scottish red meat industry.
“This is no ordinary industry. We have an extraordinary story to tell but it needs to be told by us all – working together.”
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