The face of meat with integrity

People who work in Scotland’s beef, lamb and pork industry are being urged to take part in a new “Meat with Integrity” marketing and public relations campaign by Quality Meat Scotland (QMS).

The organisation is en listing the help of farmers, crofters and others working in the industry to act as the faces of the new campaign which aims to raise awareness of the industry’ s animal welfare and sustainability credentials.

The initiative, which is due to launch this summer, will focus on promoting Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork in ac ampaign covering all three brands.

“The aim of ‘ Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’ s exceptional credentials ,” said CarolMc la r en, QMS marketing and communications director.

“The campaign will also highlight our worldrenowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors. It will also aim to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.”

Mclaren said that QMS was currently looking for farmers and crofters – as well as those involved in other aspects of the industry – to become the “faces” of the campaign. Input will range from photography and shor t films to b eing social media influencers to help promote the positive stories the industry has to offer and hope to build on the success of other recent promotional drives.