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New campaign to promote red meat launched in Scotland


A new campaign has been unveiled to promote red meat across Scotland.


Quality Meat Scotland will launch “Meat with Integrity” next month.


It will be led by four farmers who met with Scottish First Minister Nicola Sturgeon at at the Royal Highland Show this week.


Kate Rowell, QMS Chair said:

“The aim of ‘Meat with Integrity’ is to drive consumer awareness of the Scottish red meat industry’s exceptional credentials.
“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.
“The aim is to increase public awareness of the heritage and expertise in the industry and the importance of animal welfare and wellbeing.”

The campaign will include billboard, print, social media and digital activity.

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