Swedish shoppers will soon have more access to Scotch Beef and Scotch Lamb due to a new enhanced supply agreement with Swedish retail giant ICA.
Red meat levy body Quality Meat Scotland (QMS) has formed a partnership with the retailer to increase its stocking of Scotch red meat.
ICA, which has more than 1,200 stores across Sweden, has been stocking Scotch Beef and Scotch Lamb in stores in Stockholm since 2011.
It now plans to up its offering by stocking Scotch Beef and Scotch Lamb in all of its stores across the country.
QMS has held in-store sampling to showcase Scotch meat to Swedish consumers and last month representatives from ICA travelled to Scotland to visit farms and processors.
The retailer’s chief protein buyer Joakim Skold Ostling said: “We are delighted to offer Scotch Beef PGI and Scotch Lamb PGI for sale in our stores across Sweden. We pride ourselves on selecting the very highest quality produce to offer our customers.”
QMS head of marketing, Laurent Vernet, said: “In recent years Swedish consumers have been more and more discerning regarding higher quality red meat with a high welfare status. ICA has always been focused on offering the best quality at the best price to their customers. By choosing Scotch Beef PGI, Swedish consumers can be confident they are choosing the best product out there in terms of quality, taste and provenance. Along with Scotch Lamb, Scotch Beef is an everyday premium product that can be enjoyed as part of a healthy, balanced diet.”
Earlier this month, WMS launched a new Scotch Beef promotional campaign with the strapline – There’s beef, there’s Scottish beef, then there’s Scotch Beef.
The campaign is headed up by the Scottish chef who triumphed in the BBC Masterchef: The Professionals series, Jamie Scott, who works as a sous chef at the Rocca restaurant in St Andrews.