Meaty campaign aims to boost sales of roasts

A new campaign to encourage consumers back to beef, pork and lamb roasts is to be launched by Scotland's meat promotion body.

It revealed the initiative in Edinburgh yesterday as it announced a marketing campaign featuring a Moray farmer and butcher had been a huge success and resulted in recognition levels for Scotch Beef in London hitting a record high.

Sales of roasts have slumped since the onset of the economic downturn four years ago, but Quality Meat Scotland aims to entice consumers to return to them by highlighting their versatility and the fact that meat from them can be used afterwards.

For the full story, pick up a copy of today’s Press and Journal or read our digital edition now