Rugby star helps kick off Scotch Beef PGI campaign

Stuart Hogg, who represents Scotland in rugby union, has taken time out of his busy schedule to help launch a campaign to promote Scotch Beef PGI. 

The Scottish rugby star joined a farmer, a chef and a butcher in front of Edinburgh Castle to learn more about the unique selling points of the meat. The two-month campaign will focus on London and the Home Counties to communicate the taste and quality of the Scotch Beef brand.

Quality Meat Scotland (QMS) is behind the promotional push. Its chairman, Perthshire beef farmer Jim McLaren, along with butcher Bel Forbes from Bel’s Butchers in Angus, who is a member of the QMS Scotch Butchers Club, and Jeff Bland, executive chef at the Balmoral Hotel in Edinburgh met with Hogg to launch the campaign.

High in protein, beef can play a pivotal role in a sportsman’s diet, helping to keep him on top of his game. “In this job it is incredibly important to fuel your body correctly,” explained Hogg. “All the training and conviction in the world won’t make up for a diet that is not right.

“Like most people I was very aware of the Scotch Beef brand before today, but I have learnt a great deal more from everyone I’ve met today about what sets it apart. It’s been great to hear all about the traceability and quality assurance behind Scotch Beef, and to get a sense of the passion and pride of those who work in the beef industry in Scotland.”

The campaign is designed to showcase Scotch Beef and how the flavour and provenance play an integral part in underpinning its Protected Geographical Indication Status. Its strapline, ‘There’s beef, there’s Scottish beef, then there’s Scotch Beef’, has been created to highlight this.

More than 14 million potential consumers will be targeted during March and April through press, digital and billboard advertising to communicate to customers how best to cook Scotch Beef.

“Those who work in all parts of our industry are immensely proud of the Scotch Beef PGI brand,” said McLaren. “The care and commitment that go into producing it are second-to-none and that dedication, together with the traceability and quality assurance which underpin the brand, delivers a world-class product.

“Our new campaign aims to ensure consumers are aware of all that sets the brand apart and it is fantastic to hear that top athletes like Stuart are also highlighting the important role of red meat, including Scotch Beef, in a healthy diet. We are looking forward to taking Stuart to visit a beef cattle farm to get a better insight into the high standards of welfare and stockmanship, as well as the role of livestock farming in the sustainability of Scotland’s iconic landscape.

“However, we very much appreciate he has other priorities at the moment and we wish him all the best with those!”

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