A new campaign to promote the Scotch Beef brand to the country’s hospitality industry has been launched by Quality Meat Scotland, which is offering ‘marketing collateral and support’ to businesses that commit to serving meat produced by Scotland’s own livestock farmers.
The new initiative made its debut at Highland Coast Hotels’ Lochardil House in Inverness, where HCH chairman and farmer David Whiteford has joined the Scotch Beef Club, which supports hotels and restaurants to source, serve and promote sustainably-produced and quality assured Scotch Beef, Scotch Lamb and Specially Selected Pork.
As well as Lochardil House, Highland Coast Hotels owns and operates six other landmark hotels located around the North Coast 500 tourist route, including Kyklesku, Plockton, Tongue, Brora and Dornoch.
Mr Whiteford said: “Across our collection of seven landmark venues, we’re passionate about local and regional produce. As a local farmer myself it gives me great pride to know that all of our beef is born and reared on farms and crofts in the Highlands and Islands region, and so we’re the ideal platform to promote this campaign.
“It’s of great value to know that the whole Scotch process is underpinned by QMS’s independently certified farm to fork quality assurance scheme. We’re delighted to commit to supporting and showcasing only the best quality Scotch Beef, Scotch Lamb and Specially Selected Pork on our hotel restaurant and brasserie menus.”
Director of business development at QMS, Tom Gibson, stressed that any restaurant business serving premium quality Scotch Beef can join the Scotch Beef Club and benefit from QMS’s marketing collateral and support.
“Increasing trade with foodservice is top of our agenda,” said Gibson. “We have a mission to ensure current and potential customers are aware of the Scotch difference – the factors which make Scotland’s premium red meat the top choice.
“The Scotch Beef Club also provides added value for these businesses, promoting their support for the Quality Assurance, provenance and traceability of our premium red meat.”
For more information on QMS’s Scotch Beef Club, go to https://makeitscotch.com/experience/scotch-beef-club
