Beef up your marketing efforts, producers warn meat body

Published on Thursday 19 November 2009 21:55

TWO of Scotland's leading livestock bodies have issued an ultimatum to Quality Meat Scotland stating that if it does not focus more on its marketing efforts then they will ask Cabinet secretary Richard Lochhead to launch a review of the promotional organisation, writes Andrew Arbuckle.

The call comes from both the Scottish Beef Cattle Association and the National Sheep Association's Scottish committee and it is linked with the current QMS consultation on increasing levies by about 20 per cent. John Bell, SBCA chairman, said: "If the QMS board don't promise to focus more on marketing then Cabinet secretary Richard Lochhead should instigate an independent review of QMS."

"Every levy payer should be given the opportunity to have their say on the proposed levy increase and we would urge them to make their views known by writing directly to QMS.

"We would also urge QMS directors to take full account of these views and evaluate where best returns can be achieved from this additional investment."

George Milne, the NSA's Scottish development officer, added that while his committee had agreed to support the 13p increase in sheep levy this was only on the clear understanding that any increases achieved from sheep were ring fenced and went directly back to marketing sheep.

"There seems to be plenty opportunities out there to increase lamb consumption so let's get on and really sell the product," Milne said.

"If this cannot be achieved by the proposed levy increases NSA Scotland would suggest the time is right to have an independent re-assessment of QMS's remit."

Uel Morton, QMS chief executive, yesterday responded: "Our presentations to industry, including the SBCA and NSA, have emphasised our desire to strengthen our marketing activity for Scotch Beef, Scotch Lamb and Specially Selected Pork. Clearly if a levy rate increase is approved by the cabinet secretary, this will be stepped up."

Morton said the organisation was very pleased with the range of feedback from levy-payers throughout Scotland received over the past month.

He continued: "We are also very encouraged by the extent to which the effectiveness of our marketing campaigns and other activities to stimulate demand are valued by the red meat industry."

And Morton underlined the importance of being at the frontline of research and development to maximise industry efficiency and its ability to respond to major challenges like climate change.