Scottish meat lives up to its name

Scottish pride in the quality of home-reared beef and lamb is higher than ever before according to new research published on 3 October by Quality Meat Scotland QMS).

Research into consumer attitudes by independent research agency Millward Brown, who spoke to around 1,300 people, indicates unprecedented levels of support for red meat produced in Scotland and the industry behind it.

The survey shows 85% of those questioned believe the Scottish red meat industry produces high-quality meat - that's up 15% on the year before and the highest figure recorded since QMS began tracking consumer attitudes.

Some 85% agree the industry has a strong heritage, a rise of nearly 10% on 2004 and 79% believe the industry is good for the Scottish economy, up 13.5% on two years ago.

Donald Biggar, chairman of QMS, said: "These results back what we have believed for some time, that more and more Scots are showing exceptional levels of support for meat produced in Scotland. That loyalty is being driven by the quality of the product and also by the high production standards that we guarantee consumers through our unique Assurance schemes.

"These vital insights into what people are thinking help us to develop marketing campaigns that are able to influence the all important buying decisions that consumers make."

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