Exhibiting at International Food & Drink Event (IFE) 2025

Quality Meat Scotland (QMS) is the public body responsible for promoting the red meat sector in Scotland, encompassing beef, lamb, and pork. Established in 2008 and headquartered in Edinburgh, QMS operates under the Scottish Government as a Non-Departmental Public Body (NDPB), playing a crucial role in assuring quality, supporting industry development, and expanding domestic and international market access for Scotland's red meat.

Core Business and Role

QMS works to enhance the efficiency, profitability, and sustainability of the Scottish red meat industry, covering the entire supply chain—from farmers and processors to retailers and exporters. It ensures that red meat produced in Scotland adheres to world-class standards through quality assurance schemes, marketing, research, and education.

Its promotional work centers around three flagship brands that carry the UK Geographical Indication (UK GI) status:

• Scotch Beef PGI
• Scotch Lamb PGI
• Specially Selected Pork

These brands signify meat that meets rigorous quality standards and is sourced from animals born, reared, and processed in Scotland, according to welfare and sustainability guidelines.

Product and Service Offerings

QMS’s principal offerings include:

• Product Branding & Promotion: Nation-wide and international marketing campaigns to promote Scotch Beef, Scotch Lamb, and Specially Selected Pork.
• Quality Assurance: Over 10,000 Scottish farms and processors participate in QMS’s independently audited assurance schemes.
• Market Intelligence & Research: Detailed sector analysis reports and pricing trends to aid strategic industry decisions.
• Education & Training: School-level engagement and industry training programs to boost awareness and skills.

Specialisation and USP

QMS’s core USP lies in its commitment to quality assurance, provenance, and traceability. Its assurance schemes are some of the most stringent in the world, covering animal welfare, environmental protection, feed, and processing. The UK GI protection status also provides a competitive edge in international markets, safeguarding Scottish producers against imitation and ensuring product authenticity.

Financials

According to the QMS Annual Review 2023-2024, the organization managed a total budget of approximately £6.5 million, with the majority sourced from statutory levies collected from red meat processors and exporters. Key financial allocations include:

• £2.8 million – Marketing and promotion
• £1.3 million – Industry development and training
• £950,000 – Market intelligence
• £720,000 – Quality assurance programs

These funds are invested to increase consumer demand, improve industry standards, and support trade development initiatives.

Shipment and Trade Insights

Scotland’s red meat sector, supported by QMS, contributes significantly to exports. In 2023:

• £98 million of Scotch red meat was exported, primarily to France, Netherlands, Italy, and Germany.
• Over 13,000 tonnes of red meat were exported under the QMS-certified labels.
• The UK accounted for 85% of the domestic sales of Scotch-branded meats, with exports forming a growing segment of total sales.

QMS regularly collaborates with international trade bodies and participates in global food expos to promote Scottish red meat globally.

Target Market

QMS targets both domestic consumers and international buyers, especially premium retail and foodservice segments in Europe and beyond. The organization’s promotions are directed at:

• Consumers seeking high-welfare, locally-sourced meats
• Distributors and importers looking for premium red meat options
• Retailers who prioritize traceability and origin-certified products
• Chefs and restaurants promoting regional cuisine

Capabilities

• Robust Quality Assurance Systems covering the entire supply chain
• Comprehensive Market Research for decision-making support
• Export Market Development through trade shows, buyer missions, and embassies
• Campaign Management across digital, TV, and print
• Sustainability & Welfare Leadership with climate-smart farming support

Certifications and Compliance

QMS administers six assurance schemes, all of which are independently certified to ISO standards. These include:

• Cattle & Sheep Assurance
• Pig Assurance
• Feed Assurance
• Haulage Assurance
• Processor Assurance
• Auction Market Assurance

All schemes are UKAS-accredited and subject to rigorous, regular audits.

Customer Testimonials

From multiple campaign reviews and farmer feedback:

“The Scotch Beef brand delivers quality our customers trust. The assurance behind it gives us peace of mind in sourcing.”—Scottish Butchers Association

“We’ve seen an increase in consumer confidence since aligning with QMS's assurance standards.”—Independent Retailer Survey, 2023

Major Achievements

• First red meat brands in the UK to secure UK GI status post-Brexit
• Over 10,000 certified farms under QMS schemes
• Launched "Make It Scotch" campaign reaching 2.3 million people in 2023
• Developed sustainability benchmarks for Scottish livestock farms
• Facilitated new export deals in Canada and Hong Kong through government trade missions

QMS continues to position Scotland as a global leader in high-quality, sustainable red meat production by integrating industry excellence with strategic global outreach.