Farmers urged to get hands on to counter anti-meat eating propaganda

“In the coming weeks we will be launching a Meat with Integrity campaign which focuses on the industry’s sustainability and animal welfare messages and QMS wants farmers and others who work in the industry to help us.”

Carol McLaren, head of marketing and communications at QMS, said the campaign would launch on July 29 with billboard, press and media activity.

“We want farmers to be involved so that they can tell their own stories in their own words,” she said. “This is really a call out to the industry to help.

Noise

“The pro-vegan campaign in January did not have a huge effect. In fact figures show a slight increase in meat consumption over the same month the previous year.

“The campaign did however create a huge amount of noise which we want to answer.”

Research had shown that flexitarians – those who are mostly vegetarian but still ate meat occasionally – considered animal welfare to be a priority.

Ms McLaren said QMS was well placed to answer these concerns thanks to its partnership with the Scottish Society for the Protection from Cruelty for Animals (SSPCA).

It is the believed that this is the only instance in the world where an animal welfare charity has an involvement in meat quality assurance schemes.

QMS has also launched a video in support of Leaf Open Farm Sunday on June 9. The target is to have 30 Scottish farms actively involved.