Rugby ace to promote Scotch Beef

Scottish meat bosses have signed up rugby ace Chris Paterson as the face of a new campaign to raise the profile of red meat’s role in a healthy diet.

Paterson, one of the country’s most capped players and top scorers, will be appearing in action on posters in more than 300 Scotch Butchers Club shops.

Entitled ‘Strength. Energy. Growth – Red Meat Has It All’, the campaign aims to highlight the important role of red meat in a healthy diet and includes a booklet of simple, nutritious recipes featuring Scotch Lamb, Scotch Beef and Specially Selected Pork.

Paterson will be highlighting the role played by meat in his diet while recovering from a serious injury, in which one of his kidneys was almost spilt in two.

“I was very much encouraged to eat lightly cooked red meat as part of my recovery and I think this, and the fact I have always lead a healthy lifestyle and was determined to get back to full fitness, has helped me get over the injury so well.”

As part of his involvement in the project, Paterson spent an afternoon with Loch Lomond beef farmer Duncan Maxwell and was also taught some of the skills of the butchers’ trade by Aberfoyle-based butcher Jonathan Honeyman, including how to cut the perfect Scotch Beef steak.

“We are delighted with the early response from butchers throughout the country to the campaign, which is being rolled out over the next few weeks,” said Jack Broussine, marketing executive with Quality Meat Scotland. 

“We are also very pleased to have Chris fronting the campaign for us, as he is a fantastic ambassador for both his sport and for fitness and a healthy lifestyle in general. His enthusiasm to get involved and to get out and get to know the Scottish red meat industry better has given the campaign an excellent boost.”