Poster boys - and girls - come to town

Scottish livestock farmers yesterday came to town to help launch the latest Quality Meat Scotland campaign which aims to improve consumers' understanding of the quality, welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.

Their journey to Glasgow by tractor was made less onerous as they were joined by Miss UK, Katherine Brown who is Quality Meat Scotland's healthy eating ambassador in their promotional efforts.

Huge 48-sheet posters featuring the farmers "Behind the Label" and six-sheet posters featuring individual farmers will be located at around 250 sites across Scotland over the coming weeks, including five Scottish cities. The campaign will also attempt to bring to the urban dweller a sense of the stockmanship skills, tradition and heritage which are embodied by the farmers who produce the beef, pork and lamb in Scotland.

Donald Biggar, chairman of QMS described the campaign as a "first for the industry" as it covered all three brands.