Put Scottish Pork on your Fork

14 March, 2008

A new campaign has been launched on a fleet of Edinburgh taxis to encourage Scots to support the local pig industry.

The Quality Meat Scotland (QMS) Specially Selected Pork Campaign hopes to build on strong growth for fresh pork and get more Scots to put specially selected pork on their forks.

As well as the taxi launch, the QMS campaign will include a return for the successful radio commercials starring actress Michelle Gomez, supporting web mini-sites on some of Scotland's most popular radio stations' websites.

Gordon Sloan, marketing executive for QMS, said: "For the first time we've launched the campaign with a fleet of taxis emblazoned with the brand logo and a rallying call to get more pork on that fork!

"We aim to build on the public's increasing appetite for pork, and build on their support for the Scottish pig industry by getting them to look for the Specially Selected Pork logo."

As well as the taxi launch, the QMS campaign will include a return for the successful radio commercials starring actress Michelle Gomez, supporting web mini-sites on some of Scotland's most popular radio stations' websites.

Sales of pork in Scotland have jumped by 10% to nearly £52 million over the past year. The volume of fresh pork sold in Scotland is also growing - this time at a rate of 8% year on year to 11,000 tonnes to the end of January 2008.

"Last year saw the overall number of Scots eating fresh pork increase by over 2% to 72% of the population over the year. What's more, Scottish consumers are looking beyond the Sunday roasting joints by using other pork cuts in creative ways mid-week which would suggest our key messages of health and versatility are really getting through," said Sloan.

"The popular cuts of fresh pork are predominantly for frying and grilling. Roasting cuts are still being used, but our reliance on joints is less than other parts of Britain."





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