Government to fund campaign for Scots pork

From left -QMS chairman Kate Rowell, QMS chief executive Alan Clarke, the Specially Selected Pork mascot and Rural Economy Secretary Fergus Ewing.
From left -QMS chairman Kate Rowell, QMS chief executive Alan Clarke, the Specially Selected Pork mascot and Rural Economy Secretary Fergus Ewing.

One of Scotland’s biggest ever pork marketing campaigns will kick off in the new year thanks to grant funding from the Scottish Government.

Red meat levy body Quality Meat Scotland (QMS) has been awarded £125,000 from the government to help fund a brand new marketing and public relations campaign to promote Specially Selected Pork.

The campaign – Go Places With Pork – will launch on January 21 and include TV, radio, print and billboard advertising.

It sets out to promote pork as a healthy and easy-to-cook ingredient which is also great value at a time of the year when shoppers are watching their spending, and healthy eating is high on the agenda.

“Specially Selected Pork is farmed and produced in Scotland and is valued for its high-quality provenance,” said Rural Economy Secretary, Fergus Ewing.

“I am delighted to award £125,000 to enhance Quality Meat Scotland’s Go Places With Pork campaign to promote the brand further and to encourage more people to buy and eat this healthy and tasty source of protein.

“This funding aims to contribute to the delivery of the strategy I launched at this year’s Royal Highland Show to double the value of the pork industry in Scotland by 2030.”

QMS chief executive Alan Clarke welcomed the funding and described it as a “major boost” for the Scottish pig industry.

He said: “This additional funding will make a huge difference to what we can deliver for the Scottish pork industry. We have a very innovative and exciting campaign which will be unveiled in January and we are delighted to be taking Specially Selected Pork to TV during the campaign.”

Scotland Food & Drink chief executive James Withers said: “This investment will help ensure our pork sector’s reputation grows further in the minds of shoppers who want to identify products that are great tasting as well as produced to world class standards of welfare.”

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