Scotch lamb showcased at major Montreal event
In their latest promotional effort, Quality Meat Scotland (QMS) is taking Scotch Lamb to a major international tradeshow, SIAL, this week in Montreal.
SIAL attracts more than 850 national and international exhibitors from 50 countries, welcoming more than 15,000 buyers from Canada, the US and 60 other countries including retail outlets, food service and the food processing industry.
In Montreal, QMS will join forces with English and Welsh promotional bodies (AHDB and HCC) to showcase premium red meat products from the UK.
QMS will be promoting Scotch Lamb with its protected geographical indication (PGI) status to potential buyers, along with the guarantees of quality assurance, provenance and welfare that underpin the brands.
Laurent Vernet of QMS claimed the Canadian market offered significant potential for Scotch Lamb PGI sales growth in the coming years.
“Canadian consumers have a genuine appetite for quality natural lamb produced with traditional grass fed and extensive methods, so SIAL Canada is a fantastic opportunity for us to meet with buyers, reinforce the key messaging and secure trade for our exceptional brands with a specific focus on Scotch Lamb PGI,” he said.
The event will also see the promotion by QMS of a new Beef and Lamb Exporters from Scotland Directory which showcases what sets the brands apart and profiles the companies based in Scotland and involved in exports.
AHDB senior export manager Susana Morris said the show provided the perfect opportunity to exhibit British products on a global stage.
She said: “Canada is the sixth largest importer of food products. It is vital that we look at new markets and opportunities to ensure British meat and dairy products are front of mind for importers.”