QMS uses Royal Highland Show to promote Scotch red meat brands

SCOTLAND – Quality Meat Scotland (QMS) used the 2026 Royal Highland Show to promote its Scotch Beef, Scotch Lamb and Prime Scottish Pork brands through a series of industry events, cooking demonstrations and public engagement activities held during the four-day exhibition at Ingliston from 18 to 21 June.

The trade body said its exhibition stand brought together livestock producers, processors, butchers, retailers, chefs and consumers while supporting its current “When You Know, You Know” marketing campaign and providing a venue for networking and educational activities.

QMS also presented findings from its Meating Our Potential report during the event, outlining economic prospects for Scotland’s red meat industry and emphasising the role of domestic livestock production in meeting future demand.

Scotland’s First Minister John Swinney attended a breakfast briefing on Thursday alongside Agriculture Minister Jim Fairlie and Cabinet Secretary for Climate Action and Rural Affairs Gillian Martin, where discussions focused on the country’s livestock sector and its contribution to the wider agricultural economy.

During the briefing, Swinney acknowledged QMS’s work in promoting Scotland’s red meat industry, including the introduction of the Prime Scottish Pork brand, and said the Scottish Government remained committed to supporting livestock farming as part of its approach to sustainable agriculture.

Elsewhere across the showground, visitors attended Farm to Fork steak demonstrations hosted at the Lidl stand, while weekend cook-offs featured chefs from Fife College alongside professional rugby players representing Scotland’s elite clubs.

QMS also organised the High Steaks quiz as part of its Make It Scotch campaign, giving attendees the opportunity to answer questions about Scotland’s red meat sector and related food products.

The Food for Thought Cookery Theatre, supported by The Scotch Butchers Club and the Scotch Beef Club, hosted demonstrations from emerging chefs and butchers throughout the event.

Families and school groups participated in educational activities through the Royal Highland Education Trust Discovery Centre, while fundraising initiatives included the sale of limited-edition Highland Show T-shirts, with proceeds supporting the Royal Scottish Agricultural Benevolent Institution and the Scottish Association of Young Farmers Clubs’ Big Build campaign.

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