Scotland takes beef message to Germany
Published:  18 April, 2013

The Scottish government is promoting the virtues of the country’s beef, while on an overseas trip to Germany.

German beef importers have been told that Scotch Beef carries the European Protected Geographical Indication (PGI) mark, making it 100% traceable back to the farm it came from. The government also explained that the mark shows the beef has met strict animal welfare and quality assurance guidelines.
The message to German importers was given by Scotland’s External Affairs Secretary Fiona Hyslop, who, while at a British Embassy dinner on Tuesday, said: “Germany imports twice as much beef as it did 10 years ago and, following the horsemeat scandal, consumers here need confidence in what they are eating.
“Beef and lamb with the Scotch label is guaranteed to be among the best quality that can be found anywhere in the world. It is a brand consumers trust, which is very important in the current climate when people are looking carefully at the provenance of their food.
“Consumer trust in the label and sales of Scotch Beef have soared in Scotland since the scale of this meat fraud became known. Our local butchers say sales are up by more than a fifth, and Scottish meat processing companies are also reporting increased orders for Scotch Beef.
“As this Europe-wide crisis continues to rumble on, meat suppliers in Germany should switch to Scotch.”