Scottish red meat industry to use radio to spread message

ADVERTS: QMS to launch Meat with Integrity campaign

The Scottish red meat industry’s sustainability and animal welfare credentials will be highlighted in a series of radio adverts.

The adverts, which launch on Monday, are part of Quality Meat Scotland’s (QMS) latest promotional campaign – Meat with Integrity.

They feature two ‘meet the farmer’ adverts with Bruce McConachie, of Culfoich Farm near Grantown on Spey, and Peter Eccles, of Suaghland Farm in East Lothian.

QMS said these aim to showcase the passion and pride the farmer has when it comes to animal welfare, the environment and the countryside.

A ‘meet the butcher’ advert with Tom Courts from Burntisland, in Fife, will also air to highlight the quality, provenance and traceability which underpins the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.

“The Meat with Integrity campaign is all about raising the profile of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork while sharing the Scottish red meat industry’s excellent environmental, animal welfare and quality credentials,” said QMS marketing manager Kirsty Fox.

“Extending the campaign to radio provides us with an additional opportunity to share all these positive messages directly from those working in the industry, encouraging consumers to look for the brand logos the next time they are shopping and to add Scotch beef, Scotch lamb and Specially Selected Pork to their shopping baskets.”

The adverts will run on Hits Radio, Moray Firth Radio, Westsound and Radio Borders.

Last month, QMS unveiled four farmers – Bruce McConachie; Hazel McNee, from Tealing, near Dundee; Joyce Campbell, from Sutherland; and Fraser Shaw, from Dumfries and Galloway – as the faces of the Meat with Integrity campaign.

Farmer Bruce McConachie is one of the faces of Quality Meat Scotland’s Meat with Integrity campaign.