QMS drive to stress value of roasts

With the rising cost of beef, lamb and pork, consumers’ purchasing priorities are changing and the marketing campaigns of the main red meat promotional body, Quality Meat Scotland, are being trimmed accordingly, writes Andrew Arbuckle.

While Laurent Vernet, head of marketing at QMS, was delighted that one of the top chefs in the world, Alain Bucasse, is now using Scottish beef in his restaurants, including his signature one Louis 15 in Monaco, the bigger sales picture was a priority.

“The endorsement of Bucasse is worth the equivalent of a small supermarket chain taking our meat, but we have to look at trends in the whole market.”

One particular concern for QMS is the fall in the purchase of roasts, with consumers cutting back. “We want to tell consumers that these are versatile cuts and they are good value.” In the coming months, QMS will publicise how roast “leftovers” can help form another meal.

Vernet was upbeat that Scotch Beef was now recognised in London, which is one of the target areas for QMS by no less than 58 per cent of consumers. This was a big jump in recognition when compared with the last survey of three years ago.