Pork given funding for post-christmas bid to highlight its health benefits and value
FARMING SCOTTISH-PRODUCED pork is set to benefit from a huge marketing campaign early in the new year, thanks to a cash injection from the Scottish Government.
Quality Meat Scotland has been awarded £125,000 to help fund the new marketing and public relations campaign for Specially Selected Pork, the brand under which the country’s quality assured pigmeat reaches the market.
The Go Places with Pork campaign will launch on January 21, and use TV, radio, print and billboard advertising, as well as a major digital and social promotional push, to highlight pork as a healthy and easy-to-cook ingredient which is also great value for money at a time of year when shoppers are watching their cash and healthy eating is high on the agenda.
Rural economy secretary Fergus Ewing said: “Specially Selected Pork is farmed and produced in Scotland and is valued for its high-quality provenance.
“I am delighted to award £125,000 to enhance Quality Meat Scotland’s Go Places with Pork campaign.” MARKET ROUND-UP
MESSRS Craig Wilson Ltd In the rough ring 87 beef held their annual Christmas cows averaged 102.6p and show and sale of prime 101 dairy cows levelled at cattle at Ayr yesterday when 84.8p. Eight OTM cattle the champion animal in the averaged 130.6p. yard was a Black Limousin A larger show of 14 dairy bullock shown by Scott cattle sold to £1,980 (twice) Anderson, Oldwalls Farm, for Holstein Friesian heifers Galston, that was also the and averaged £1,515.
YFC champion. The firm also had
Weighing 690kg it sold 33 beef-breeding cattle for the top price of 390p forward when the top prices per kg. Overall the seven and averages were as prime bullocks forward follows: Heifers with calf-atfoot averaged 253.3p and to £2,050 and
32 prime heifers levelled averaged £1,722.50 for at 242.6p. four; cows and calves
QMS chief executive Alan Clarke welcomed the funding, which he described as a “major boost” for the Scottish pig industry: “This will make a huge difference to what we can deliver for the Scottish pork industry.
“We have a very innovative and exciting campaign are delighted to be taking Specially Selected Pork to TV as part of the campaign.
“Our pork industry has a huge amount to be proud of in terms of their innovation and commitment to animal welfare and the result is a healthy, nutritious and tasty source of protein which is one of the most versatile food ingredients around,” said Mr Clarke, who highlighted the value of the partnership that QMS has with the Scottish SPCA, including the Approved by the Scottish SPCA logo, which can be used alongside the Specially Selected Pork logo.
The new marketing campaign ties in with the strategic objectives for pork marketing set out in the Scottish Pig Industry Strategy launched at the Royal £1,180 and £906.36 for 11; in-calf cows £980 and £802.50 for eight; bulling heifers £1,160 and £988 for 10.
Wallets Marts sold 1,309 prime lambs in Castle Douglas yesterday to a top of £99 per head or 238p per kg to average 175.3p (+5.5p on the week).
Cast sheep were slightly sharper on the week with 93 heavy ewes averaging £55.97 and 188 light/ export-type ewes levelling at £37.49. Highland Show this year, which includes an ambition for the pork industry in Scotland to double its value by 2030.
Chief executive of Scotland Food and Drink James Withers said: “This is a significant boost for our pig industry and it is timely too. The industry has shown its ambition to grow with the launch of its recent strategy and central to future success is a strong brand.”
For in-depth news and views on Scottish agriculture, see this Friday’s issue of The Scottish Farmer or visit www. thescottishfarmer.co.uk