March 17, 2008

Scotland campaigns for domestic support for indigenous pig industry
 

A campaign has been started in Scotland in order to encourage Scots to support the domestic pig industry.

Launched with taxis in Edinburgh by emblazoning the vehicles, the Quality Meat Scotland (QMS) Specially Selected Pork Campaign will also be including radio commercials.

The aim of the campaign is to increase the public's interest and awareness of pork, and to also increase support for Scotland's pig industry, according to Gordon Sloan, marketing executive for QMS.

Scotland's pork sales have increased by 10 percent to nearly GBP 52 million (US$105.4 million) over the last year. In January 2008, domestic pork sales have also increased by 8 percent year-on-year.

Quality Meat Scotland is the representative body of Scotland's meat industry.