Scotch Beef makes Hong Kong inroads
Published:  29 August, 2013

Scottish PGI Beef is making an impression in Hong Kong, following the relaunch of premium supermarket Great Food Hall’s flagship store.

The beef will be promoted in the 35,000sq ft Great Food Hall and will be included in its activities over a six-week period.

Relaunch activities will include media promotions, an official re-opening, a customer launch, as well as Scotch Beef chef demonstrations and sampling.

Head of marketing at Quality Meat Scotland (QMS) Laurent Vernet said: “This is a fantastic opportunity to promote Scotch Beef to Hong Kong’s press and, most importantly, Hong Kong’s consumers. Hong Kong has been identified by the industry as an important market for premium high-quality Scotch Beef.”

He said the presence of Scotch Beef in Great Food Hall was an important step in communicating brand quality.

Scotch Beef secured trade with the supermarket after a delegation from the Scottish food and drinks sector visited HOFEX, the largest food trade show in Asia.

Chief executive of Scottish Development International Anne MacColl said: “Scotch Beef is globally renowned for its quality, authenticity and provenance and our industry benefits from centuries of farming tradition and expertise.   

“I am delighted that our attendance at HOFEX 2013 has already generated such a strong interest in one of Scotland’s premium food and drink brands.
“We have seen a rapid increase in the volume and value of Scottish exports to Asia, breaking the £1bn mark in 2011 after a 40% year-on-year increase. This new partnership is a fantastic opportunity for Scotch Beef to capitalise on the growing potential in the market.”

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