Written by Agriland Team
Quality Meat Scotland (QMS) chairman Kate Rowell, is encouraging farmers, butchers, auctioneers, hauliers, processors, chefs and red meat industry professionals to play a leading role in promoting Scottish red meat.
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 September 1-7, 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 Rowell.
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 (pictured top) 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 through not only my Instagram account, but also on national TV and press opportunities,” said Michelle.
Those looking to become a 2020 ‘Make it’ ambassador can register their interest by August 24 by emailing [email protected].
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