Scotch Lamb will take centre stage at Gulfood, the world’s largest food and beverage sourcing event which takes place in Dubai next week, from February 19-24, 2024.

Quality Meat Scotland will be showcasing the finest cuts of Scotch Lamb at the event which, in 2023 attracted more than 135,000 visitors from 195 countries and saw over USD$12bn in trade deals.

The Scottish levy body will also be serving Scotch Lamb to potential international buyers at a Scottish Food and Drink event organised by Scottish Development International (SDI) on the evening of Monday, February 19.

Tom Gibson, QMS business development director said: “Exports are a big opportunity for Scotland’s red meat supply chain. Last year, at QMS we set ourselves the objective of making Scotland the choice for premium red meat as part of our five-year strategy, and at Gulfood we’ll be showcasing the finest quality Scotch Lamb and talking about its provenance, traceability, and sustainability – attributes that are very important for the premium export market.”

International trade shows are an integral part of QMS activities. Following on from a successful Anuga trade event in Cologne, Germany, QMS has a series of events planned in 2024 in Europe and the Middle East.

The Middle East has imported an average of £579m worth of sheep meat in recent years. For Woodhead Brothers in Turriff, who have invested in their processing capability, it’s an important market and one – in partnership with QMS and SDI – that they hope to be able to tap into, having recently received international stunned halal accreditation for its Scotch Lamb.

Scott Bradley, trading manager at Woodhead Bros says: “As consumer tastes and markets change it’s imperative for us to keep looking for new opportunities, and this is one that has enormous and exciting potential.

“Having sampled our products in early November, chefs in Dubai were delighted with the quality and flavour our range had to offer. As a result, we’re now following up with buyers, and look forward to growing trade with other nations in the region as awareness and logistics develop.”

According to Mr Gibson, Woodhead Brothers’ achievement is notable, not only as a pathfinder into the new markets of the Middle East, but also because it breaks tradition for meat exports.

“Often international exports are a volume driven commodity, but red meat from Scotland is unique in terms of its premium quality – something which always stands out with our presence at international events. It’s great to see this aspect of Scotch Lamb being acknowledged in the Middle East, where Woodhead Brothers is the first exporter from Scotland to access the market.

“At Gulfood, we’ll be promoting the message that Scotch Lamb is a premium product as we engage with those who visit the stand and sample our product at tasting events.”