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Scotch Beef Club set to capitalise on Scots foodservice opportunity


QUALITY Meat Scotland (QMS) has relaunched the Scotch Beef Club in its home market, aiming to capitalise on opportunities to grow the Scotch Beef brand in the Scottish foodservice sector.

The Scotch Beef Club invited an audience of leading foodservice stakeholders to its relaunch, hosted at Highland Coast Hotels’ four-star Lochardil House in Inverness. The fast-growing hotel group, which now operates seven hotels in the north of Scotland, is passionate about local and regional produce.

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Any restaurant business serving premium quality Scotch Beef can join the Club free of charge, and benefit from QMS’s marketing collateral and support.

Speaking at the launch, Tom Gibson, Director of Business Development at QMS, said: “There is great opportunity to grow the use of Scotch Beef within the Scottish foodservice sector. The Scotch Beef Club aims to promote the virtues of our premium brand to chefs and restaurateurs, and provides added value with support to promote the quality assurance, provenance and traceability of Scotland’s red meat.

“Increasing trade with foodservice is top of our agenda. We have a mission to maximise this opportunity, and to ensure current and potential customers are aware of the Scotch difference – the factors which make our premium red meat the top choice.”

David Whiteford, Chairman of Highland Coast Hotels, said: “Across our collection of seven landmark venues, we’re passionate about local and regional produce and as a local farmer myself it gives me great pride to know that all of our beef is born and reared on farms and crofts in the Highlands and Islands region and so we’re the ideal platform to promote this campaign. 

“It’s of great value to know that the whole Scotch process is underpinned by QMS’s independently certified farm to fork quality assurance scheme. We’re delighted to commit to support and showcase only the best quality Scotch Beef, Scotch Lamb and Specially Selected Pork on our hotel restaurant and brasserie menus.” 

Mr Gibson added: “Membership of the Scotch Beef Club is an opportunity for the foodservice sector to take ownership of supporting and promoting Scottish agriculture and all it has to offer.”

Attendees – who were shown a film showcasing Scotland’s red meat sector as well as seeing and tasting Scotch Beef – were also able to talk to QMS specialists at the event. Key messages focussed on the consistent quality, sustainability and exceptional taste and tenderness of the premium red meat, attributes which are highly prized by discerning customers.

QMS Brand Development Manager Gordon Newlands added: “The stories behind our brands are hugely appealing to businesses and consumers. This Scotch Beef Club launch has allowed us to demonstrate the versatility of our produce, to further develop relationships with current partners and to gain a stronger foothold into the foodservice sector.

“This, our recent Italian launch, and others to come, are part of the Scotch Beef Club’s relaunch and growth. We look forward to working with foodservice professionals to grow awareness of and support for our Scotch brand at home and in export markets.”

Find out more about QMS’s Scotch Beef Club here:

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