Quality Meat Scotland (QMS) has partnered with Scottish rugby for the next 12 months to raise the profile of healthy eating and the brand Scotch Beef.

QMS is similar to Bord Bia in that it is a non-departmental public body and is in part funded by levies from farmers. The body promotes Scotch Beef and Scotch Lamb brands.

“Scotch Beef is at the heart of Scotland’s larder and our partnership with Scottish Rugby will help us to communicate, not only its value in a healthy diet but also its excellent sustainability credentials,” Carol McLaren, director of marketing and communications, said.

“It is vital that consumers are informed of the facts about Scotch Beef, given the confusion being caused by misinformation, so they can make informed purchase decisions.”

Home matches

In the deal the brand will be profiled at home international matches, starting this weekend when Scotland takes on Italy in the Guinness Six Nations.

Fans arriving early at the match will see the Scotch Beef mascot Hamish joining the pre-match revelry and the Scotch Beef Fan of the Match will be announced at half-time.

The brand will also be showcased via pitch-side LED advertising during the matches as well as engaging with fans at the forthcoming open training sessions.

Global ambitions

“Partnering with Scottish brands who share the same global ambitions as Scottish Rugby is key in helping us to internationalise our brand while promoting Scotland around the world,” Toni Blackhurst, head of marketing and sponsorship at Scottish Rugby, said.

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