The grant from the Scottish Government includes support for the appointment of two new trade development advisers to cover France and the Benelux Countries (Belgium, the Netherlands and Luxemburg), with the aim of achieving increased exports growth in these established markets.
Furthermore, two export market managers are to be appointed for Germany and the Nordic Countries to underpin efforts to unlock the potential of these markets and diversify European demand for Scottish red meat.
Rural affairs secretary, Richard Lochhead, confirmed the funding as he addressed industry representatives at the QMS Marketing Conference in South Queensferry.
Lochhead said: “The Scotch label is recognised the world over as a high-quality, premium brand. This reputation puts us in a great position to maximise our exports – particularly in the key European market, which accounts for 90 %of Scotland’s red meat exports.
“The current economic landscape in Europe is certainly a very challenging market to operate in. However, it’s very encouraging that despite these difficulties our beef and lamb export sales grew during 2011 to around £100m.
“But we will not rest on our laurels. That’s why we are providing funding to QMS to support growth in established markets, as well as seeking to increase exports in other EU countries. I hope that by taking such positive action through this twin strategy we can continue to ensure that more European consumers are able to enjoy our delicious Scotch Lamb and Scotch Beef in the years to come.”
QMS is working closely with Scottish Development International to build on this announcement and enhance Scotland’s international presence even further in these export markets as part of its industry export strategy.
A total of £297,000 is being provided to help boost European exports of Scotch Beef and Scotch Lamb, as match funding to QMS through the Scottish Government’s Marketing Development Scheme:
Strong demand, particularly from the EU, means Scotch Lamb and Scotch Beef exports are expected to have grown during 2011. Within the UK for the 10 months to October 2011, beef sales increased 36% to £364m and lamb sales were up 11% to £306m.
In 2010, the farming and processing of red meat generated a combined turnover of some £1.8bn, up 8% on the previous year.
Scotch Beef and Scotch Lamb are both covered by the EU’s Protected Geographical Indicator (PGI) status.
Source: Scottish Government
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