Further investment planned for Scottish butchers

Plans for more investment in the Scottish Craft Butchers logo were outlined by Beaton Lindsay, president of the Scottish Federation of Meat Traders Association (SFMTA), at its annual meeting on 25 November. 

Delivering his speech at the Westerwood Hotel in Cumbernauld, he said the marque had grown in importance as members sought brand endorsement and the SFMTA increasingly distanced itself from the Scotch Beef label.

SFMTA CEO Douglas Scott told Meat Trades Journal thousands of pounds had already been spent on the Scottish Craft Butchers logo in the past year, representing the first major investment in the brand for 10 years. Further cash would be spent on promoting it on social media in the coming year, he said.

The logo had been refreshed, Perth butcher Lindsay, of DG Lindsay & Son said in his address to SFMTA members. Van stickers, shop vinyls and empty bellied posters had been made available to members and the reaction had been very positive, he said.

“With the Scotch Beef logo being used by discounters who are devaluing a premium product by promoting it as a low-cost product, there is now no mileage in associating ourselves with that brand and, indeed, endorsing the product on sale in supermarkets and discounters.

“As craft butchers throughout Scotland are removing Scotch Beef and Lamb PGI [Protected Geographical Indication] material I see my way forward is by promoting my own – DG Lindsay brand – with the Scottish Craft Butcher materials there to highlight our sector’s point of difference.

“Whatever is ahead of us in the coming year, your president and the Federation looks forward to playing our part in building a stronger craft butchery sector.”

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