November 29, 2011

Scottish red meat gets highest consumer credit in UK

The red meat brands of Scotland have received the highest recognition levels among any UK marque in six European countries.

Research carried out for Quality Meat Scotland showed nearly 10% of consumers in Belgium, Italy, France, Germany, Sweden and the Netherlands recognised the Scotch Beef and Scotch Lamb brands, both of which carry Europe's prized Protected Geographical Indication (PGI) label, too.

QMS head of marketing Laurent Vernet said the data also showed that under-35s in France, Italy, Germany, Sweden and the Netherlands had even higher recognition levels of the Scottish marques.

The PGI is much sought-after across Europe as it guarantees the authenticity of food products and traditional production techniques.

The research showed more than a third of the consumers viewed beef and lamb from Scotland as being produced to higher standards. A fifth of those asked said they would pay more for Scotch PGI.

Wednesday's St Andrew's Day celebrations should, meanwhile, produce a spin-off for Scotch Lamb.

It is being promoted as the meat of choice in the Scottish Government's efforts to mark the day. A menu card has been produced by QMS, featuring a Cullen skink starter and dessert of spiced winter fruit served with creamed vanilla rice puddings from Andrew Fairlie, the Michelin-starred chef who runs his own restaurant at the world-famous Gleneagles Hotel in Perthshire.