Scandinavia and Germany are red meat targets

Scottish red meat exporters were yesterday in buoyant mood at the massive Anuga food fair held at Cologne. Although the current high price of both beef and lamb is producing what one exporter called a “challenging situation”, the number of new contacts and increased demand was fuelling optimism.

Reflecting the upbeat and expansionist mood in the export trade which only six years ago was down at zero with BSE closing international trade, Quality Meat Scotland announced that it was now looking at developing new markets in Germany and Scandinavia

For the past six years, QMS has concentrated its promotional efforts in Holland, Belgium, France and Italy as these were the strongest markets for Scottish meat prior to the BSE closedown.

Now, with some £45 million of beef and lamb exports – 80 per cent of the Scottish total – going into these countries QMS has produced plans for the next phase.

Jim McLaren, chairman of QMS, said the new markets had been chosen because they were countries with relatively high disposable incomes and prosperity compared with other EU nations. In addition, they were net importers of beef and lamb and had a population of “discerning customers”.

McLaren described the consumers in the new markets as “well-travelled, interested in ethical issues such as the environment and welfare as well as having a love for traditional foods”.

Some Scottish beef and lamb is already going into these markets, but QMS believed there was considerable potential to develop added value markets for premium Scotch Beef and Scotch Lamb brands.

There is just one fly in the expansionist plan and that is the cash to carry it out. McLaren described three possible sources; the levy payer, the Scottish Government or one of its agencies or the EU.

It seemed to be a well timed call as rural affairs secretary Richard Lochhead is attending the show and heard the appeal for cash.

He responded positively, saying ministers would have to “put their hands in their pockets to help Scotland move into new markets”.

With food exports being high on the Scottish Government agenda and progress being made towards expanding sales, he spoke of the potential for more Scottish meat heading abroad.

In another spoke to the funding wheel, Lauren Vernet, the head of marketing at QMS, said he was preparing an application to the EU for cash under the Protected Geographical Indicator scheme. Both Scotch Beef and Lamb have this prestigious label and both therefore qualify for cash to promote sales.