The red meat sector could grow its domestic and global credentials because consumers are actively seeking meat with more consistent premium eating quality, according to a new in-depth study into red meat eating quality released by Quality Meat Scotland QMS.

The study aimed to encourage Scotland’s beef and lamb producers and the red meat supply chain to discuss managing and measuring meat eating quality.

The proposals are part of an 18-month study into red meat eating quality in the Scottish meat sector undertaken by Birnie Consultancy, for QMS, with an 80-page report and 13-page summary released on June 6.

The report is said to be underpinned by international benchmarking criteria and is an evidence base of how the Scottish red meat industry can deliver quality outcomes in the future.

Also, figures suggest that Scotch Beef PGI status had helped deliver an additional £30-40 per animal over the last 10 years.

“With repeated consumer studies revealing a willingness to pay more for eating quality which is guaranteed, there is clearly an opportunity,” said lead author and red meat supply chain specialist, Dr Jonathan Birnie.

Sarah Millar, chief executive of QMS, spoke at Scotland's Beef Event, adding: “This report is just the first thread of the new corporate strategy being developed by QMS and stakeholders.

"To be launched at the Royal Highland Show this year, this will enable QMS to support Scotland’s red meat sector to continue to grow, be arrow focussed and agile during challenging times," she pointed out.

“Meat eating quality is at the heart of our new strategy and this project has led to a significant change in investment.

"As part of the launch process, we will be actively seeking feedback from across the supply chain, with a full engagement and communications programme over the coming months,” she added.

The summary report can be found at: https://heyzine.com/flip-book/4e45d3403d.html