Scottish meat organisation, Quality Meat Scotland, has announced it will develop a new strategy to promote meat exports in new overseas markets following the success of their previous campaign in Europe.


The strategy was unveiled at the ANUGA food fair, the world’s premiere exhibition of food and drink, and focuses on the Scandinavian and German market following a focus over the last five years on exporting to Italy, France, The Netherlands and Belgium.

“We’ve overcome the initial challenge of establishing a network of retailers throughout the four countries 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,” said chairman of Quality Meat Scotland, Jim McLaren.

Up to September this year Scotland has exported beef and lamb worth £18.4m with the total market now worth an estimated £44.7m.

New markets were chosen based on their high disposable incomes, prosperity and their position as net importers of beef and lamb.

“Whether it is salmon, shortbreads, beef or lamb, they are all heading in the same direction – an increase in volume of sales. In Germany here we are seeing some of the biggest growth; last year there was a 27% increase in food exports from Scotland to Germany,” said Scottish Government cabinet secretary for Rural Affairs and the Environment Richard Lochhead visiting the show.

“My view there is a lot more that can be done to find markets for Scotland’s larder both, in Europe and beyond, in new emerging markets.”