Quality Meat Scotland to up 2010 spend by a quarter

Quality Meat Scotland is to increase spending in support of its products to £7.3m for 2010/11, an increase of 24%.

The new investment comes as a result of an increase in levy income, up from £3.9m to £4.6m and increased grant funding of £1.2m.

QMS will also support the promotion of processed meat at the point of sale, and work more closely with local authorities to monitor the origin of red meat products.

Additional funding will also allow the Specially Selected Pork to promote higher production standards, based on collaboration with animal welfare charity the Scottish SPCA.

A new Scotch Lamb campaign will focus on the Scottish market, targetting aspirational younger consumers without alienating older, loyal consumers.

QMS will start a three-year project to develop an integrated measurement of meat eating quality, as well as launching a reduced energy efficiency programme intended to assist the livestock sector to minimise its greenhouse gas emissions.

There will also be a series of 22 discussion groups throughout Scotland in the year ahead, to provide opportunities to discuss farm business improvements in an alternative format from the successful Monitor Farm programme run by QMS.

Additionally QMS’s programme of animal health research will prioritise practical tests and control measures for Liver Fluke, Johne’s and BVD, alongside the pig health improvement programme.

“We have an ambitious programme of activity planned for the year ahead in line with QMS’ overall objective of shaping a sustainable and prosperous Scottish red meat industry,” said QMS chairman Donald Biggar.

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