QMS support for farmers going direct

Farmers who are branching out into setting up farm shops to sell their meat directly to the public are set to benefit from a new tailor made sales pack created by Quality Meat Scotland.

The kit is aimed at farmers that are members of the Scottish industry's Assurance Scheme and are selling Scotch Beef, Scotch Lamb or Specially Selected Pork.

The sales pack contains exclusive new point of sale material developed to reflect the look and feel of farmers' shops and markets. There's also up to date business information including detailed market intelligence on factors that are important to people who shop in alternative retailers.

Head of marketing for QMS, Laurent Vernet, said: "There are now just short of 2,000 farm shops and farmers' market outlets in the UK, a jump of 15% in the past year alone, making them an increasingly significant player in the meat retail sector.

"The success of this form of shopping is linked to the growing interest in where food comes from and how it is produced. These are questions that are often more easily answered by farmers who are directly linked to their produce."

Vernet added: "To help them we have produced point of sale material that is designed with their target consumer in mind. We are also supplying user friendly information setting out the unique guarantees that the Scottish industry's Assurance Schemes offer consumers on a whole range of production standards, including animal welfare."

The pack comes with an information booklet, as well as a CD featuring leaflets, press advertisements and flyer templates, which the farmer can then customise and use on their stand or website. QMS has also negotiated a deal for its assurance members to purchase large promotional banners for a nominal cost of £50 to cover production and delivery.

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