Scotch Beef finds new markets in Sweden
© QMS Quality Meat Scotland (QMS) is preparing for a landmark moment in international foodservice with the launch of its Scotch Beef Club in Sweden later this month, marking the initiative’s first step into the Scandinavian market.
The event will take place on 27 January at ERTH, one of Stockholm’s most talked-about modern meat restaurants, celebrated for its craftsmanship, sustainability focus and cutting-edge dining.
More than 100 foodservice professionals and industry leaders from across Sweden are expected to attend, underlining the country’s growing reputation as a hub for premium, provenance-led cuisine.
See also: Scottish red meat exports hit record levels
In a nod to Scotland’s heritage, guests will be piped into the venue by a traditional Scottish bagpiper before being welcomed with a bespoke whisky cocktail, created in partnership with Ian Macleod Distillers.
A presentation from processor ABP Food Group will follow, ahead of a four-course menu showcasing five different cuts of Scotch Beef, each demonstrating the quality, consistency and eating experience guaranteed by the Scotch Beef UK PGI mark.
The free-to-join Scotch Beef Club is designed to drive growth of Scotch Beef within foodservice, offering chefs and restaurant owners a platform to celebrate assured quality, provenance and full traceability, while helping them communicate premium credentials to diners.
Tom Gibson, director of business development at QMS, said: “Scotch Beef is recognised around the world as a signifier of premium meat, and this launch gives us a powerful opportunity to strengthen relationships and increase trade with the Swedish foodservice industry, by putting Scotch Beef front and centre for all attendees.”
The Scotch Beef Club champions exceptional quality, sustainability, taste and tenderness – values that continue to resonate strongly with Swedish chefs and consumers seeking premium, responsibly produced meat.
QMS publishes updated 2026 toolkit
Quality Meat Scotland has also launched its updated 2026 Get in the Know: Celebrating the Positives of Red Meat toolkit (PDF), supporting positive, evidence-based conversations around red meat.
The refreshed resource highlights nutrition, sustainability and the socio-economic value of Scotland’s red meat sector.
QMS reputation manager Tracy Martin said the toolkit is designed to “cut through the noise”, demonstrating how Scotch Beef, Scotch Lamb and Specially Selected Pork contribute to a balanced diet, sustainable farming and thriving rural communities.