Point of sale to the fore in QMS marketing rethink

MEAT: Levy body plans emphasis shift from TV and radio advertising

A major change of tack in promoting Scottish beef, lamb and pork is expected to be announced imminently by Quality Meat Scotland (QMS).

The levy body plans to take a step back from spending as much money on television and radio advertising and is in talks with a major retailer who will exclusively offer Scotch meat on the butchery counters of 110 of its English stores.

According to QMS chief executive Alan Clarke farmers’ promotional funds will in future be concentrated as close to the point of sale as possible, and an initial £50,000 will be invested in this campaign.

“All our research shows customers want to support and buy a local or Scotch product, but at the moment the labelling might not be clear.

“We’re trying to ensure that when they’re buying Scotch it really is that, and we will be in partnership with the retailer, providing the marketing support and paying for that,” he said.

“They’ll have their brand, and the name of this new brand and the Scotch Beef logo all together telling the whole story of where the product is from.

“Other meat will be on the supermarket shelves, but this will be the exclusive premium end.”

Mr Clarke said the deal was currently subject to a non-disclosure agreement, but details would be announced shortly.

He was unable to quantify what the likely benefit would be to the industry, but said the partnership would provide QMS with valuable live sales data.

Picture: Ian Jacobs. QMS held a reception at the Scottish Parliament hosted by Peter Chapman MSP, left, seen with Rural Affairs Secretary Fergus Ewing and levy body chairwoman Kate Rowell and CEO Alan Clarke.