Annual Review 2014/15 QUALITY MEAT SCOTLAND AssURANCE SCHEMES 1 9 9 0 015 2 5 Y e a r s 2 Contents Board Members Jim McLaren, Chairman (reappointed April 2015) Ronnie Eunson (appointed April 2013) Julie Fitzpatrick (appointed April 2014) 4 Chairman’s review Jock Gibson (appointed April 2015) A review of the 2014/2015 year and Scott Henderson (appointed April 2015) the key opportunities and challenges Sarah Mackie (appointed April 2014) facing the Scottish red meat industry, Alan McNaughton (reappointed April 2014) by Jim McLaren, QMS Chairman. George Milne (appointed April 2014) Kate Rowell (appointed April 2015) 5 QMS Strategy John Scott (reappointed April 2015) QMS’s top-line strategy is to shape a Philip Sleigh (appointed April 2014) sustainable and prospering Scottish Louise Welsh (appointed April 2013) red meat industry. John Craig (appointment ended March 2015) 6 Chief Executive’s review ‘Uel Morton, QMS Chief Executive, Quality Meat Scotland – Staff gives a taste of the range of activities undertaken by QMS on behalf of ’Uel Morton, Chief Executive 11 the Scottish red meat industry. Susan Kinniburgh, Executive Assistant 15 Communications Carol McLaren, Head of Communications 7 Industry development QMS’s communications workload Claire Morrison, Communications and Events Manager The Industry Development team at involves communicating with a range Jennifer Robertson, Health and Education Coordinator QMS focuses on activities aimed at of different target audiences – from Jenni Henderson, Health and Education Executive improving the efficiency, profitability and farmers, processors and butchers Johnny Mackey, Head of Industry Development sustainability of livestock farmers and to consumers and journalists. This Michael Blanche, Knowledge Transfer Specialist others in the red meat chain in Scotland. includes public relations activity in Robert Gilchrist, Knowledge Transfer Specialist A wide range of activities were support of the brands and ensuring Allan Ward, Pig Specialist undertaken during the year – from the businesses involved in Scottish red Stuart Ashworth, Head of Economics Services “Monitor Farm Programme” to more meat production benefit from the 7 9 Iain Macdonald, Economics Analyst focused, smaller-scale workshops at latest statistics and opportunities to Laurent Vernet, Head of Marketing locations throughout Scotland. drive efficiency. Suzie Carlaw, Marketing Controller Graeme Sharp, Marketing Executive 10 Market development 17 Assurance The pioneering schemes that Margaret Stewart, Marketing Manager Effective marketing was undertaken underpin the Scotch Beef PGI, Suzanne Woodman, Brands Integrity Manager to increase sales and drive consumer Scotch Lamb PGI and Specially Sylvia Shepherd, Corporate Services Manager awareness of the brands – Scotch Selected Pork labels are among the Debbie Phillips, Finance Assistant Beef PGI, Scotch Lamb PGI and longest established in the world and Kirsty McCormack, Office Coordinator Specially Selected Pork. cover the entire lifespan of animals During the year under review, QMS born in Scotland. carried out a range of marketing Market Development Agents activities on behalf of the Scottish 18 Economics services 10 (Part-funded, fixed-term agents supported by Scottish Government) red meat industry, with strong The Economics Services team at QMS campaigns which are carefully ensures businesses involved in the David Chiffoleau, France targeted to deliver strong results. Scottish red meat industry benefit Rita Piva, Italy from the latest industry statistics. Huub Schoemaker and Ilona Annema, Benelux 13 Health and education Publications produced include the Peter Toholt, Germany QMS’s health and education “Scottish Red Meat Industry Profile” Jakob True and Anette Stenebrant, Nordic Countries activities are aimed at highlighting and “Cattle and Sheep Enterprise the importance of a healthy diet and Profitability in Scotland”. red meat’s role in achieving that. The range of work includes school ISSN No: 2051-2805 20 Financials To contact QMS call 0131 472 4040 or email [email protected] visits and working with a range of follow Quality Meat Scotland on Facebook or on Twitter @qmscotland Cover image: Ellie McKeating, Miss Scotland 2014, pictured with Kinross farmer Mark Thomson and his dog partners to deliver a strong message. 22 Committees or visit our website at www.qmscotland.co.uk Jen at the launch of the 2014 Scotch Lamb campaign 15 2 Quality Meat Scotland Annual Review 2014/15 3 Chairman’s review Jim McLaren The Scottish red meat industry has a fantastic story to tell in terms of social, economic and environmental sustainability. ur industry also has three well- recognised brands – Scotch Beef PGI, OScotch Lamb PGI and Specially Selected Pork – and QMS is committed to taking every opportunity to drive home the message about what these brands stand for. We have all the ingredients for success in a QMS world which grows hungrier each year for high quality protein. We know that Scottish systems of livestock production are Strategy themselves less consumptive of protein which could otherwise be eaten by humans, such as grains and protein crops. The finalists of the "Bright Sparks" Overall strategy Critical success factors award run by QMS, SAYFC and We know that in a world which is becoming Campbell Dallas To shape a sustainable and prospering Scottish red Critical success factors for the organisation are to: short of water, Scotland and other high meat industry. 1) Enhance awareness of, demand for, and value rainfall parts of the planet will become The report sets out a series of actions The diverse range of individuals from of the Scotch Beef, Scotch Lamb and Specially increasingly important food producing areas. for the Scottish Government and the different areas of the Scottish red meat Selected Pork brands industry is one of the QMS board’s key We know that the carbon sequestered by beef industry to facilitate sustainable Specific strategies 2) Deliver industry benefits from QMS initiatives strengths and the new board members growing grass, and the carbon stored in the and long term growth in beef 3) Retain public and government support for red production levels within Scotland. bring much-valued experience and QMS will achieve the overall strategy by: soils below our permanent pastures make a meat production and consumption knowledge. A full list of QMS board positive contribution to mitigating the effects The industry and the Scottish Government 1) Creating confidence which promotes industry 4) Maximise multiplier effect of statutory levy members can be found on page 2. investment in its future of climate change. are committed to delivering the £45 million 5) Retain industry and stakeholder confidence in 2) Increasing the uptake of evidence-based QMS Beef Efficiency Scheme (BES) and we are It is true that those working in the Scottish Pride in our brands innovation and proven solutions to improve 6) Satisfy Scottish Government requirements in looking forward to the BES programme, red meat industry have very little control over QMS has been working in collaboration industry efficiencies operating as a Non-Departmental Public Body. along with a renewed knowledge exchange many of the factors which can have a huge with other organisations including 3) Promoting economic, environmental and social programme, beginning in 2016. influence on individual businesses VisitScotland, Scotland Food and Drink sustainability and the Scottish Government to make the 4) Working with the industry to develop and profitability – for example exchange rates, Animal welfare Measurement of our progress interest rates, weather and CAP reform. most of the opportunities presented by build markets The development of strategy is the responsibility QMS has recently launched a pioneering Scotland’s Year of Food and Drink in 2015. 5) Assisting the industry to inform consumers However, there are a great many aspects of of the Board of QMS, and the management “Animal Welfare and Wellbeing and satisfy customer expectations Our industry’s brands – Scotch Beef team’s role is to ensure its implementation. The our businesses that we can control. Our Charter” which highlights the 6) Developing partnerships and, where relevant, PGI, Scotch Lamb PGI and Specially Chief Executive reviews the implementation plan Industry Development team at QMS is commitment to animal welfare in the leveraging additional resources. working hard on an impressive range of production of beef, lamb and pork. Selected Pork – are among the jewels through which the day-to-day management of the projects to help farmers lower costs and in the crown of Scotland’s fabulous organisation is delivered and monitors progress on The launch of the Charter also reflects larder and we will continue to take a regular basis with individual managers. The Board drive the efficiency of their businesses – from We define the red meat industry as those parts the importance of animal welfare to every opportunity to get the message receives a written progress report at each Board bench-marking initiatives to making the which are involved in the Scottish assurance the long-term growth of red meat of our brands out to consumers. meeting. most of our grass. The appetite from the production in Scotland, and research chain – animal feed suppliers; cattle, sheep industry for this sort of information is very undertaken by the QMS marketing The good news is that global demand and pig producers; livestock markets; hauliers; The Scottish Government attends Board meetings