Scotch beef and lamb get EU funding boost for export

Quality Meat Scotland (QMS) is set to receive €2.5m from the European Commission to promote Scotch Beef PGI and Scotch lamb PGI within the EU.

The money will allow QMS to promote the products in eight European countries, including Belgium, Denmark, France, Germany, Italy, Sweden, the Netherlands and the UK. Starting in October 2012, the programme will run for three years and cost around totals £4m (€5,054,714), which will be financed by the Scottish red meat industry levy and the European Commission.  

The Scottish grant forms part of a wider 3-year EU programme which will enable 20 EU agricultural products to be promoted across the European Union and in third countries. The project, which covers meat, dairy products, fresh and processed fruit and vegetables, PGIs (Protected Geographical Indications) and PDOs (Protected Designations of Origin) will cost €70.7m, with €35.9m being contributed by the EU.

Uel Morton, chief executive of Quality Meat Scotland, said: “This is the third time QMS has been successful in partnering with the European Union to promote Scotland’s quality beef and lamb under the Protected Geographical Indication (PGI) scheme.  
“The grant awarded to QMS also includes promotional activities in the domestic market which remains the main focus of the successful application accounting for half of the budget.  
“The export priorities and specific countries were identified as a result of an export strategy review conducted by QMS during 2011, with the new strategy announced at the Anuga Food Fair in Cologne in October.”
Laurent Vernet, QMS’s head of marketing, said: “The grant application process started last year and involved a detailed and precise programme of activities that QMS is now committed to delivering over the next three years.
“There are five types of activities scheduled for these eight countries: design, production of point of sale material, distribution of point of sale material, advertisement and events/public relations.”

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