Scots are getting their teeth into more red meat than ever before, according to market data, and not just from the supermarkets.
Sainsbury’s said sales of branded Scotch meat had soared by 30% in Scottish stores since November 2005, with beef leading the charge on 55% growth.
The chain has had to buy in more Scotch meat and is launching new fresh meat products.
A spokesman put the surge in sales down to more prominent and detailed regional branding.
Marketing controller at Quality Meat Scotland, Andrew Ovens, said: “More and more consumers identify the Scotch brand with taste and quality and that is persuading them to choose Scotch instead of its competitors when shopping.”
Data from TNS show that Scottish butchers also bucked the British trend for falling red meat sales, selling £43.6m worth of meat, up 14% on 2004.
Lamb drove the increase, with a 37% rise in value terms, while pork sales rose 11% and beef 10%.
Richard Lowe, marketing manager at the Meat and Livestock Commission, warned English farmers not to hope for similar figures, saying the industry was at a competitive disadvantage.
“Both Scotland and Wales have PGI status from the EU, which means they can push the origin whereas we can only push the quality message, diluting its effectiveness.”
Welsh meat sales rose 17% in the past three months, says Meat Promotion Wales (Hybu Cig Cymru).