Meat Bosses Launch Pro-Beef Campaign As Vegan Meals Skyrocket

The industry-led initiative is aimed at countering what it describes as 'current misinformation directed at the beef sector'


Maria Chiorando, Plant Based News

Mar 8, 2019


Meat bosses in Scotland have joined forces to launch a £500,000 pro-beef campaign, as interest in vegan and meat-free living grows.


According to the Know Your Beef campaign, which has been developed by Quality Meat Scotland (QMS), it will 'push back on recent unbalanced, and often inaccurate coverage [of beef] by the media'.


Pro-beef campaign


"The new campaign presented an excellent opportunity to communicate the facts about quality beef production and deliver an all-industry push back on recent unbalanced, and often inaccurate, coverage by some parts of the media," Quality Meat Scotlandís Director of Marketing and Communications, Carol McLaren, said.


"There is no-one better placed to tell the story of our industry and share pride in the Scotch Beef brand than the people who work hard to produce a top-quality product and genuinely 'know their beef'.


"So we asked the whole industry for help with the new campaign and we have been overwhelmed by the positive response. We were delighted that farmers, butchers, chefs, auctioneers, quality assurance assessors and representatives from the veterinary, processing and haulage sectors as well as a Scottish SPCA inspector offered their time to take part in the TV advert."


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