Scottish industry leaders call to support local red meat over imports
24th June 2025
Scottish meat industry leaders have highlighted the strong demand and support for Scotland’s efficient, low-emissions beef, pork and lamb at a critical time for the trade.
Quality Meat Scotland (QMS) and the Scottish Red Meat Resilience Group (SRMRG) have addressed their concerns about Scotland’s red meat supply chain to farmers and retailers during the opening day of the Royal Highland Show (RHS) 2025.
As more imported beef is being trialled in key UK retailers and a reported 6% increase in imported red meat on display in supermarkets this year, the Scottish red meat sector stands united in sharing their deep concerns for the long-term resilience of Scotland’s domestic supply chain.
At QMS’s annual show business breakfast, QMS chair Kate Rowell said: “The creepage of imports onto our shop shelves is in stark contrast to our wants, needs and the previous commitments made to Scotland.
“Our analysis shows red meat imports from non-EU countries such as Uruguay, New Zealand, Australia and Brazil rose strongly (up more than 55%) in the first third of 2025 compared to the same period of 2024 from a low base, approaching 10% of total imports.”
Ms Rowell added that research conducted on QMS behalf by EssenceMediacom in 2024 shows that 83% of people in Scotland say they are opposed to purchasing red meat from elsewhere in the EU and the world, and 93% take product labels into consideration when buying food, with provenance and animal welfare ranking highly.
“Our recent survey conducted by Censuswide also highlights nearly three-quarters of us claim to actively seek Scottish red meat when shopping, driven by a desire to support Scottish farmers and the local economy, alongside trust in quality, freshness, and traceability. While 90% of Scottish red meat eaters say they would choose Scottish beef, lamb, or pork even if imported alternatives were 30% cheaper.
“At a time when we need our farmers to respond positively to the clear, growing demand for their globally sought-after beef, pork and lamb, the last thing we need is sourcing from overseas knocking their confidence to produce,” she continued.
‘Scotland stands at a crossroads’
As part of the collaborative Meating Our Potential partnership campaign, QMS and the SRMRG are urging retailers and the wider supply chain to honour their previous commitments and send a strong signal to Scotland’s producers that they back them over imports.
As a symbol of their support and confidence in the sector, QMS has unveiled the Meating Our Potential pledge for everyone to get behind the collective effort to: ‘Feed our growing nation with locally produced, sustainable red meat.’
Ms Rowell continued: “Scotland stands at a crossroads. Do we grow our own supply and build resilience, or do we rely on imports that carry a higher climate cost?
“This is about backing Scottish producers, the wider red meat supply chain and the communities that depend on them, as well as the people who want to support them and keep Scottish beef, pork and lamb an essential part of their diets and our culture.”
The Meating Our Potential campaign has already gained strong support. Alongside the 11 founding SRMRG organisations, which include QMS, a growing number of retailers, processors, auctioneers, and farming groups have pledged their backing.
Cabinet secretary for rural affairs Mairi Gougeon added that consumers want locally sourced, high-quality produce like Scotch beef, lamb and specially selected pork.
“I am grateful to QMS for their work with processors and retailers on produce and market development and the Scotland Food & Drink Partnership for their strategy setting out great examples that showcase the best of what we have to offer.
“This work shows the importance buyers put on country of origin, and we will continue to work with other devolved governments to ensure the Scotch meat brand continues to be recognised and valued.”
The cabinet secretary added: “Whilst many trade levers are reserved to the UK government, we will continue to robustly make the case that trade deals should not come at the expense of Scotland’s farmers, crofters and wider agricultural sector. We will also continue our direct reformed support to farmers, crofters and food producers.
“We have no policy to reduce livestock, as all that would do is replace our high-quality product with alternatives from elsewhere that may not be produced to the same high welfare and environmental standards. We agree with QMS that what is needed is for our globally renowned livestock to continue to be born, bred and slaughtered right here in Scotland, and this vision has the full backing of the Scottish Government.”
Scottish world-class meat supply chain
Neil Wilson, president of the Institute of Auctioneers and Appraisers in Scotland (IAAS), said: “The British consumer wants to eat quality beef, so why not offer them Scotch as the brand of choice?
“While some poorly executed research and misinformation about methane from cows has unfairly given cattle a bad name, we all know that Scottish farmers can produce top-class beef with a much lower environmental footprint than global production whilst helping with biodiversity and nature restoration.
“So whether it’s two cows, 22 cows or more being put on, let’s work together to get more cows on the ground and get the best returns we can deliver through auction markets and the supply chain and back to the farmgate.”
Alan Brown, president of the Scottish Association of Meat Wholesalers, added: “It makes absolutely no sense to be importing red meat while our own high-quality, lower-emissions product is under pressure. We have a world-class supply chain in Scotland—from farm to processor—that delivers for consumers, communities, and climate.
“Retailers talk about supporting local and delivering on sustainability, but a 55% increase in non-EU imports and more imported red meat on shelves suggests otherwise. It’s time to stop the mixed messages.
“If we want a resilient, productive red meat sector in Scotland, then we need consistent signals and a firm commitment to back local. Otherwise, we risk undermining confidence and offshoring opportunity.”
READ MORE: Beef from Australia, Uruguay and New Zealand hits UK shelves
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