Quality Meat Scotland unveils faces of campaign

First Minister Nicola Sturgeon with industry leaders and some of the Meat With Integrity farmers.
First Minister Nicola Sturgeon with industry leaders and some of the Meat With Integrity farmers.

Four farmers have been unveiled as the faces of Quality Meat Scotland’s (QMS) upcoming Meat With Integrity Campaign.

The campaign, which launches on July 29, aims to raise public awareness of the Scottish red meat industry’s animal welfare and sustainability credentials.

The farmers involved in the campaign are: Hazel McNee from Tealing, near Dundee; Joyce Campbell from Sutherland; Fraser Shaw from Lockerbie; and Bruce McConachie from the Cairngorms.

“The campaign will also highlight our industry’s world-renowned quality assurance schemes which cover the entire production process, including farms, hauliers, feed companies, auction markets and processors,” said QMS chairman Kate Rowell at the Royal Highland Show.

“The aim is to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.”

She urged everyone in the industry to get behind the campaign.

“The support of the whole industry can make a huge difference to what we can do,” added Mrs Rowell.

“A recent survey shows us that nearly 90% of Scottish people think that farming is important to economic growth, and the public are clear that they want to see more produce raised and grown locally, with an emphasis on animal welfare and environmental protection.

“We can deliver all of these things if we unite and work in partnership.”

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