News and media


Scotch beef and lamb exports focus on Europe

13 August 2012

Issued by Scottish Development International

The appointment of two new export managers to develop new markets for Scotch Beef and Scotch Lamb in Germany and Nordic regions has been announced by Quality Meat Scotland (QMS) and Scottish Development International (SDI).

Peter Toholt will take up the role of export manager in a unique collaboration between SDI and QMS to develop the German food and drink market.

Mr Toholt has considerable experience of the European red meat market having previously worked as product manager for SOPEXA responsible for marketing, sales promotion and communication for meat and meat products. His recent career has also seen him in the role of Marketing Consultant for the Butchers' Confederation of North Rhine-Westphalia.

Copenhagen-based Jakob True will take up the role of Export Market Manager for the Nordic countries.

Quality key among German consumers

Jim McLaren, Chairman of Quality Meat Scotland, said: "Germany is an exciting market for Scotch Beef and Scotch Lamb with a population of meat-lovers and a growing swell of gastronomes who have strong appreciation of top quality food.

"German consumers are showing increasing taste for quality steaks and also very enthusiastic lamb eaters. Importantly Scotland has a very strong positive image in Germany and our collaboration with SDI offers a great opportunity to further develop Scotland's reputation as "the land of food and drink" in a market which has previously proved challenging."

Strengthening Scotland's iconic brands

Mr McLaren added: "Our refocused export strategies, announced last year, will not only see our iconic brands gain an even stronger foothold on the continent but also contribute significantly to the vital issue of carcase balance which adds to the efficiency of the Scottish processing sector and adds value to the entire red meat supply chain."

Anne MacColl, Chief Executive of Scottish Development International, said: "Funded by both Scottish Development International and Quality Meat Scotland, this is a fantastic example of working together for the overall benefit of Scotland's world-leading food and drink industry.

"It's our role to help Scottish-based food and drink companies take advantage of the changing patterns of international trade and this new appointment will enable us to support ambitious businesses to tap into the increasingly lucrative Scotch beef and lamb markets that exist throughout Germany as well as the wider German food and drink sector."

In January 2012, Rural Affairs Secretary Richard Lochhead announced a total of £297k to help boost European exports of Scotch Beef and Scotch Lamb, as match funding to QMS through the Scottish Government's Marketing Development Scheme.

QMS has also reappointed David Chiffoleau and Huub Schoemaker to cover France and the Benelux countries respectively, with the aim of achieving exports growth in these established markets.

Key facts about Scotland's red meat industry

  • Strong demand from the EU, led to growth in Scotch Lamb and Scotch Beef exports during 2011
  • Total export market is worth an estimated £116 million to the Scottish industry
  • Farming and processing of red meat in Scotland generated a combined record turnover of some £2.1 billion in 2011
  • Scotch Beef and Scotch Lamb are both covered by the EU's Protected Geographical Indicator (PGI) status

"Food and drink is Scotland's fastest growing export sector and this new model of collaboration will ensure we keep the momentum up," said Scotland Food and Drink Chief Executive, James Withers.

"The industry is working together, in partnership with Government and its agencies, to exploit the growing opportunities for Scottish food and drink overseas. These new roles will further strengthen our world-class red meat sector and create a new platform for the rest of the industry in this important market."

Find out more about Scotland's world-class red meat sector on SDI's website. 


Leave a comment

Back to top