Quality Meat Scotland outlines its new strategy

Red meat levy body unveils details of plans for five years

Protecting the integrity of the Scotch brand and encouraging more shoppers to opt for Scottish red meat lies at the heart of Quality Meat Scotland’s (QMS) new strategy for the next five years.

The red meat levy body unveiled details of its strategic plan for 2018-23 at a press briefing on the outskirts of Edinburgh yesterday.

Chief executive Alan Clarke said the overall strategy of the organisation was “to support the development of a sustainable, professional, resilient and profitable Scottish red meat industry which makes an important contribution to Scotland Food & Drink’s target of £30 billion by 2030”.

“What we now have is a strategy which will position the organisation well to deliver strongly during the next five years, which are certain to be a time of unprecedented change,” said Mr Clarke.

The new strategy is split into four areas. The first is to build the Scotch Beef, Scotch Lamb and Specially Selected Pork brands through quality assurance and effective marketing and communications with consumers.

The second is to support the sustainable growth of the industry through improved collaboration and communication in the supply chain.

The third aspiration is to develop capability and capacity in the Scottish red meat industry through training and education initiatives which attract, motivate and develop the workforce.

And the last aim is to deliver professional services which support the continued growth of a resilient, professional Scottish red meat industry able to grasp opportunities and meet challenges.

Mr Clarke said the levy body’s projected external spend for the current financial year was £4.482 million, up 2% on last year.

The bulk of spending – 77% – will go on marketing and communications, while 14% will go on industry development activities.

QMS chairman Jim McLaren said having a plan for how to move the organisation forward was particularly important in the face of Brexit.

He said: “The last thing we need to have at this time is QMS without any direction. The industry needs to embrace the strategy, whatever happens with Brexit.”

Access to markets and labour once the UK leaves Europe would be vital for the success of the red meat sector, added Mr McLaren.

He said retention of the protected name status of the Scotch brands was also key.

Protecting the integrity of the Scotch brand and encouraging shoppers to buy Scottish meat are twin goals.