Scotch red meat targets international audience

Scotch Beef PGI and Scotch Lamb PGI are heading to Toronto and Hong Kong, where they will have a presence at trade shows SIAL Canada and Hofex respectively. 

Quality Meat Scotland (QMS) will be displaying the meats in the hope of securing new business. An estimated 15,000 buyers from Canada, the USA and 60 other countries will be attending SIAL Canada between 2-4 May. QMS will be part of the Scottish Development International (SDI) stand.

Potential buyers will have the opportunity to sample the Scotch Beef and Lamb, while QMS will be highlighting the importance of the Protected Geographical Indication (PGI) status that the meat proudly holds.

Following on from the Canadian trade show, a selection of Scotland’s red meat exporters will represent Scotch Beef PGI and Scotch Lamb PGI at Hofex between 8-11 May. As a prominent trade show in Asia, more than 50,000 buyers from across the region are expected to be in attendance.

QMS’ head of marketing Laurent Vernet (pictured) will be at both shows. He explained that the events provide the Scottish red meat with the platform to entice buyers and increase sales in the coming years.

“With the Comprehensive Economic and Trade Agreement (CETA) between the EU and Canada commencing on 1 July, it is important that Scotch Beef and Scotch Lamb are top of mind and influential buyers,” said Vernet. “SIAL Canada is the perfect place to conduct business with these individuals.”

He added: “Hong Kong is another important, premium market for the Scottish red meat industry, with real scope to further grow business as buyers look for natural and extensive production methods, along with grass-fed diets, which the Scotch Beef and Scotch Lamb brands can offer.”

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