Scotch Beef biggest selling Scottish food brand

Scotch Beef is the biggest-selling Scottish food and drink brand in Great Britain, research has revealed. British sales of Scotch Beef have reached over £247m, surpassing all other food and drink brands from Scotland, Kantar Worldpanel said at a Quality Meat Scotland (QMS) marketing conference.

QMS chairman Jim McLaren said: “This is a great achievement by our industry and underlines the importance of Scotch Beef, Scotch Lamb and Specially Selected Pork production to the Scottish economy and to Scotland’s reputation as a land of food and drink.

“Scotch Beef is an iconic brand and one that even in these financially gloomy times, people still desire and are willing to cut other costs to continue eating.”

Joanne Denney-Finch, chief executive of food consumption analyst IGD, said that, in 2009, 46% of Scottish consumers were willing to pay more for higher-quality red meat, but that the figure had dropped to 30% last year.

She said: “Red meat has been relatively less affected and you’ve been spared some of these problems, although you could lose out on sales. So if not through price-cutting promotions, you will need to keep finding other ways to grab attention and convince shoppers of the value you offer.”

Denney-Finch also said the red meat sector could benefit from consumers’ tendency to cook more from scratch. “Red meat is versatile and, as many chefs testify, cheap cuts can be the tastiest. (...) it should help to popularise more cuts and help processors with their carcase balance,” she added.

According to her, consumers want information on how to cook the meat they buy, and are more and more interested in provenance, which explains the success of Scotch Beef and QMS.