Scotch Beef best known brand

Scotch Beef's position as Scotland's best-known food brand has been confirmed by a new Scottish Government survey.

Quality Meat Scotland, the industry's red meat promotion and development body, said the study of environmental attitudes has given a new dimension to Scotch Beef's popularity.

According to the survey, an impressive 90% of Scots, when asked about sustainably produced food, gave Scotch Beef as an example. There was good news for Scotch Lamb, too, with 83% also mentioning Scotland's leading lamb brand.

Two-thirds of those who had heard of Scotch Beef said they made a conscious effort to buy it when they were shopping.

QMS head of marketing Laurent Vernet said: "This survey is excellent news for us. We put a lot of time and effort into informing people about our industry and its brands and this survey is telling us these messages are being driven home.

"The findings complement our own research into consumer attitudes on taste and quality and give the popularity of Scotch Beef and Scotch Lamb a whole new dimension."

Richard Lochhead, Cabinet Secretary for Rural Affairs, said: "It is heartening to both myself and to our farmers to have it reaffirmed that Scottish produce continues to be renowned at home, as it is around the world, for its prime quality and for the high standards of care offered to farm animals.

"In these difficult times, it is very encouraging that the positive messages about our home-grown produce are reaching individual shoppers across the length and breadth of Scotland and that they are keen to support our farming industry."

Beef continues to be a firm favourite in Scottish homes and in restaurants, with Scots eating around 17kg a year, although lamb and pork are increasing in popularity too.

QMS invests around £2m a year marketing Scotland's three red meat brands, Scotch Beef, Scotch Lamb and Specially Selected Pork.

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