A Grantown beef farmer will feature in advertising in gyms and health clubs across Scotland as part of efforts to boost the credentials of the Scottish red meat sector.
Bruce McConachie, who farms at Culfoich Farm, will feature in the relaunch of Quality Meat Scotland’s (QMS) Meat with Integrity campaign.
The promotional campaign, which relaunched on Monday, January 13, aims to raise awareness of the animal welfare and sustainability credentials behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.
The latest round of the campaign, which launched in July, runs for four weeks.
It aims to reach more than a million consumers through advertising at 25 gyms and health clubs, and online video and social media advertising.
“We are delighted to start 2020 with our Meat with Integrity campaign.
“It’s vitally important we continue to drive consumer awareness of the Scottish red meat industry’s exceptional welfare and sustainability credentials,” said QMS director of marketing and communications Lesley Cameron.
“With sustainability and animal welfare consistently important factors to consumers when they are buying meat, it’s important we share the processes behind our brands – demonstrating the Scotch difference.
“We know from our summer campaign that one of the most effective ways to do this is to showcase the individuals behind the brands working tirelessly to create quality Scotch meat.”
She said the campaign would feature two farmers – Bruce McConachie and Hazel McNee from Over Finlarg, near Dundee.
“We look forward to sharing their stories once again, so that consumers across the country can buy Scotch Beef, Scotch Lamb and Specially Selected Pork with confidence knowing that it has been produced in Scotland to the highest possible standards,” added Ms Cameron.
This month’s campaign activity will also feature promotional messages from Fife butcher Tom Courts and Glasgow chef Andrew Docherty.