Support for Scotch Beef and Scotch Lamb is being ramped up with £300,000 additional funding to Quality Meat Scotland (QMS) to encourage growth in key European exports.
Date:
Thu, 19 Jan 2012
Source:
Scottish Government
Scottish Government:
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The grant from the Scottish Government includes support for the appointment of two new Trade Development Advisers to cover France and the Benelux Countries (Belgium, the Netherlands and Luxemburg), with the aim of achieving increased exports growth in these established markets.
Furthermore, two Export Market Managers are to be appointed for Germany and the Nordic Countries, to underpin efforts to unlock the potential of these markets and diversify European demand for Scottish red meat.
Rural Affairs Secretary Richard Lochhead announced the funding as he addressed industry representatives at the QMS Marketing Conference today (Wednesday) in South Queensferry. Mr Lochhead said:
“The Scotch label is recognised the world over as a high quality, premium brand. This reputation puts us in a great position to maximise our exports – particularly in the key European market, which accounts for 90 per cent of Scotland’s red meat exports.
“The current economic landscape in Europe is certainly a very challenging market to operate in, however it’s very encouraging that despite these difficulties our beef and lamb export sales grew during 2011 to around £100 million.
“But we will not rest on our laurels. That’s why we are providing funding to QMS to support growth in established markets, as well as seeking to increase exports in other EU countries.
“I hope that by taking such positive action through this twin strategy we can continue to ensure that more European consumers are able to enjoy our delicious Scotch Lamb and Scotch Beef in the years to come.”
Quality Meat Scotland Chairman, Jim McLaren, said:
"In these times of economic uncertainty it's very encouraging to see targeted investment by Government in areas that have already proven they can deliver strong economic growth for Scotland.
"The refocused export strategies for QMS will not only see our fabulous brands gain an even stronger following on the continent, but also contribute significantly to the vital issue of carcase balance which adds to the efficiency of the Scottish processing sector and adds value to the entire red meat supply chain."
QMS are working closely with Scottish Development International to build on this announcement and enhance Scotland’s international presence even further in these export markets as part of its industry export strategy.
A total of £297,000 is being provided to help boost European exports of Scotch Beef and Scotch Lamb, as match funding to QMS through the Scottish Government’s Marketing Development Scheme:
- £140,500 towards appointment of two trade development advisers for France and Benelux to develop the markets for Scottish Beef and Scottish Lamb
- £76,700 towards the recruitment costs, salary and expenses of an export market manager to develop new markets for Scotch Beef and Scotch Lamb in Germany
- £79,750 towards an export market manager to carrying out the same role in the Nordic Countries
Strong demand, particularly from the EU, means Scotch Lamb and Scotch Beef exports are expected to have grown during 2011. Within the UK for the 10 months to October 2011, beef sales increased 36 per cent to £364 million and lamb sales were up 11 per cent to £306 million.
In 2010 the farming and processing of red meat generated a combined turnover of some £1.8 billion, up 8 per cent on the previous year.
Scotch Beef and Scotch Lamb are both covered by the EU’s Protected Geographical Indicator (PGI) status.
Quality Meat Scotland is the public body responsible for helping the Scottish red meat sector improve its efficiency and profitability, and maximise its contribution to Scotland's economy.
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