Swedish supermarket takes Scotch Beef across chain

Scotch Beef and Lamb will now be sold in all 1,300 stores of Sweden’s leading supermarket ICA.

Quality Meat Scotland (QMS) said the products have been available in select Stockholm stores since 2011, but will be now rolled out across the country following a trade visit to Scotland last month.

Joakim Skold Ostling, ICA’s chief protein buyer, visited Scottish farms and processors. He commented: “We are delighted to offer Scotch Beef PGI and Scotch Lamb PGI for sale in our stores across Sweden. We pride ourselves on selecting the very highest-quality produce to offer our customers. Having met with representatives from Quality Meat Scotland as well as farmers and processors across Scotland, we are excited to be able to offer Scotch Beef and Scotch Lamb through our 1,300 outlets.”

QMS also conducted a range of in-store sampling campaigns in ICA stores in a bid to extend the reach of the product.

Laurent Vernet, head of marketing at QMS, commented: “In recent years Swedish consumers have been more and more discerning regarding higher-quality red meat with a high welfare status. ICA has always been focused on offering the best quality at the best price to its customers. By choosing Scotch Beef PGI, Swedish consumers can be confident they are choosing the best product out there in terms of quality, taste and provenance. Along with Scotch Lamb, Scotch Beef is an everyday premium product that can be enjoyed as part of a healthy, balanced diet.”

QMS has also launched a new nine-week campaign on home soil, with the strapline ‘There’s beef, there’s Scottish beef, then there’s Scotch Beef’. Launched by BBC Masterchef winner Jamie Scott, QMS hopes the campaign will raise the profile of Scotch Beef as a versatile, quality product.

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