January 26, 2012

Scotch Beef named top selling food brand in Great Britain

Scotch Beef has been named the biggest selling Scottish food and drink brand in Great Britain, according to independent research.

Research presented by Kantar World panel at a Quality Meat Scotland (QMS) marketing conference reveals that, with British sales totalling more than GBP247 million (US$385 million), Scotch Beef is by some margin the largest food and drink brand from Scotland, ahead of many other major household names.

Announcing the landmark at the event in South Queensferry, QMS chairman Jim McLaren, said: "This is a great achievement by our industry and underlines the importance of Scotch Beef, Scotch Lamb and Specially Selected Pork production to the Scottish economy and to Scotland's reputation as a land of food and drink.

"Scotch Beef is an iconic brand and one that even in these financially gloomy times, people still desire and are willing to cut other costs to continue eating."

McLaren said research shows people are still willing to pay more for a product that is ethical, local and high quality.

"The strength of our brands, coupled with work by QMS to improve the efficiency and performance of the whole red meat chain, is an important part of creating a sustainable and prospering Scottish red meat industry," he added.

"Our investment in areas such as improving the genetics of the Scottish livestock herd, helping develop a system that rewards on eating quality rather than just weight and conformation, are all areas where we have the opportunity to further boost the quality and reputation of our product at home and abroad."