Toholt markets Scots meat in Germany

Peter Toholt has been appointed as export manager to develop new markets for Scottish beef and lamb in Germany. This appointment follows a decision by Quality Meat Scotland to expand exports into the German market. The post is financially supported by the Scottish Development International.

Toholt, 47, has considerable experience of the European red meat market having previously worked as product manager for SOPEXA responsible for marketing, sales promotion and communication for meat and meat products.

Commenting on the appointment, Jim McLaren, chairman of Quality Meat Scotland, said: “Germany is an exciting market for Scotch Beef and Scotch Lamb with a population of meat-lovers and a growing swell of gastronomes who have strong appreciation of top quality food.

“Our refocused export strategies will not only see our iconic brands gain an even stronger foothold on the continent but also contribute significantly to the vital issue of carcase balance which adds to the efficiency of the Scottish processing sector and adds value to the entire red meat supply chain.”

The intention to appoint two new export market managers – for Germany and the Nordic countries – was initially revealed by rural affairs secretary Richard Lochhead when he announced £300,000 additional funding to encourage growth in key European countries at the QMS marketing conference in January this year.

Lochhead said it was vital that new premium markets were found for Scotland’s high quality and delicious meats. “That’s why the promotion activities of QMS are so important and I join with the processing sector in welcoming the appointment of a new export manager for Germany,” he said.

Copenhagen-based Jakob True was appointed to the role of export market manager for the Nordic countries.

Strong demand, particularly from the EU, meant Scotch Lamb and Scotch Beef exports grew during 2011 with the total export market now worth an estimated £116 million to the Scottish industry. In 2011 the farming and processing of red meat in Scotland generated a combined record turnover of some £2.1 billion.

“Food and drink is Scotland’s fastest growing export sector and this new model of collaboration will ensure we keep the momentum up,” said Scotland Food and Drink chief executive James Withers.