Scottish butchers rally behind pork campaign

Butchers across Scotland are supporting a campaign encouraging consumers to ‘Do More with Pork’. 

Hundreds of butchers have received barbecue promotional packs which contain recipe cards and resources designed to boost sales of Specially Selected Pork, alongside Scotch Beef PGI and Scotch Lamb PGI.

Launched this week, the campaign is the brainchild of Quality Meat Scotland (QMS) and will run over an eight-week period. Its aim is to promote pork as a mid-week meal solution and encourage its 1.5 million targeted consumers to make it a part of their barbecue occasions.

“Specially Selected Pork is a fantastic product which combines quality, versatility and value for money,” said Graeme Sharp, marketing executive for QMS.

“Our campaign shows that there is real potential for lots more of us to be making the most of this easy-to-cook meat which is bursting with flavour and such a great ingredient for a whole range of quick, tasty dishes.”

Aside from QMS’ Scotch Butchers Club members, the marketing push will also receive backing from online activities, in-store sampling in Aldi stores across Scotland, and advertisements on local radio stations.

“By giving shoppers a taste of this fantastic product, we hope to remind people how budget-friendly and versatile it is - perfect for a quick, tasty meal,” added Sharp. “Our in-store sampling events are also a perfect opportunity to encourage a new generation to give Specially Selected Pork a try.”

QMS’ Scotch Butchers Club is made up more than 300 independent butchers across Great Britain, each of which is an approved stockist of Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork.

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