Consumers are being urged to choose Scotch beef over the festive period.
Red meat levy body Quality Meat Scotland (QMS) has launched a campaign urging shoppers to Beef Up Christmas by opting for Scotch Beef
The QMS director of marketing and communications, Carol McLaren, said the campaign was timed to capture consumers as they embark on their big Christmas shop over the weekend before Christmas Day.
“A Scotch Beef roast is perfect for family and friends over the festive period and, with a little bit of forward-planning, shoppers can make their festive roast go a whole lot further by making the most of the leftovers and, in turn, maximising their shopping budget,” she said.
“I would encourage shoppers when they are in their butcher’s shop or supermarket aisles over the next week to look for the Scotch Beef PGI logo which guarantees quality in every bite as well as world-leading quality assurance, traceability and welfare standards.”
In addition to advertising, booklets with advice on how to prepare the perfect roast will be available in butchers.