QMS alleges consumers ‘misled’ over red meat
Consumers are being duped into spurning red meat by being fed misleading information which simply doesn’t apply to Scottish farming systems. That was the allegation made this week after a major survey showed that while Scottish consumers back the country’s farmers almost two-thirds are concerned about the impact which veganism could have on the industry.
An independent survey of more than 2,000 adults carried out for Quality Meat Scotland (QMS) at the end of March saw the claim made that consumers were being misled by inaccurate information about red meat production in Scotland.
QMS said the information being used to discredit the consumption of red meat related to very different production systems used in other parts of the world, and claimed the tactic was generating confusion and misunderstanding which could result in consumers reducing their red meat intake based on production methods never used in this country.
The research revealed the vast majority of those surveyed (92 per cent) ate red meat – however, almost half said they were trying to eat less. The top reasons buyers gave for reducing their consumption included animal welfare
(26 per cent) and concerns about the environmental impact of farming (19 per cent) – reasons which QMS said were unsubstantiated when it came to Scotland’s farming practices.
The survey also highlighted a rise in the number of consumers opting for meat-free meals, with 59 per cent incorporating meat substitutes into their diets in the belief that they were healthier alternatives – while often not knowing what they contained.
However, the survey also revealed strong support for Scotland’s livestock industry with 64 per cent expressing concerns about the impact of veganism on farming.
Alan Clarke, chief executive of QMS, said: “While it’s encouraging that the nation feels really strongly about protecting Scotland’s farming industry, when it comes to red meat consumption it’s vital
that we ensure people are aware of the facts to fully inform their decisions.”
He said that in Scotland, producers were fiercely proud of their animal welfare and sustainability credentials which he said were exceptionally strong:
“Livestock farmers play a major role in looking after the landscape and grazing animals are needed for the habitats of many species. The reality is, 80 per cent of Scotland’s farmland is comprised of grass and farmland not suitable for growing crops, but ideal for producing beef.”
He added: “Scotch Beef meets stringent quality, sustainability and welfare standards so consumers can be secure in the knowledge that consuming red meat from Scottish farms will not have a negative impact on the environment or animal welfare.”