QMS targets northern Europe

Marketing manager Laurent Vernet said: “Our research shows that the Protected Geographical Status (PGI) mark, which both Scotch Beef and Scotch Lamb hold, has fairly low levels of recognition in the Nordic nations and Germany, and our plan to help develop a demand for our brand will also highlight the quality of product required to carry the PGI label.”

In the long term, QMS is hoping to develop eastern non-European exports, especially to Russia and China.

Vernet added: “We’ll be investigating opportunities to work with other British organisations to pool our efforts, as breaking into these markets is both logistically and politically difficult.

“Russia and China are large and growing markets, which present opportunities to position our premium brands as an aspirational item to increasingly affluent consumers.”

QMS has successfully increased red meat exports to its four initial target markets, which are now worth an estimated £44.7m to the Scottish industry. Chairman Jim McLaren said: “We’ve overcome the initial challenge of establishing a network of retailers throughout the four countries (France, Italy, the Netherlands and Belgium) who are selling and promoting Scotch Beef and Scotch Lamb, and we can now move to a position similar to established home markets, such as London, where we can focus on building a demand from consumers and the foodservice sector.”

In the quarter to September 2010, the industry exported beef and lamb to the value of £18.4m, 80% of which in its current target markets.> Scotch lamb exports up 25%

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