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Rugby Legends Throw Weight Behind Scotch Label

by 5m Editor
13 September 2011, at 10:23am

SCOTLAND, UK - Three Scottish rugby legends are throwing their weight behind a new campaign to encourage consumers to support the Scotch Beef, Scotch Lamb and Specially Selected Pork labels.

The trio of inspirational sportsmen set to take part in the campaign - John Jeffrey, David Sole and Rob Wainwright - are all livestock farmers and members of the quality assurance schemes which underpin the three labels.

The three players will be profiled in the coming weeks in conjunction with Quality Meat Scotland’s “Get Behind The Label” campaign which will run throughout Scotland. This £220,000 campaign aims to improve consumers’ understanding of the quality, high welfare and traceability behind the Scotch Beef, Scotch Lamb and Specially Selected Pork brands.

It also aims to bring into the cities a sense of the livestock husbandry skills, tradition and heritage which are embodied by the farmers who produce the beef, pork and lamb for these famous brands.

The farmers who will feature in the atmospheric billboard displays over the coming months are a mixture of beef, pork and lamb producers from around Scotland, many of whom are from families who have been farming for many generations with the three rugby players appearing in a butchers’ shop campaign.

“We are absolutely delighted John, Rob and David are supporting our ‘Get Behind the Label’ campaign.

“There is a real synergy between farming and rugby, particularly a sense of pride and determination to be undaunted by the elements. These three former Scotland international players show the same absolute conviction to their farming operations as they did on the pitch and their involvement in our campaign over the coming weeks – with rugby so high profile - will substantially help to convey the many reasons our farmers take such pride in the quality of the beef, lamb and pork they produce,” said Jim McLaren, chairman of Quality Meat Scotland.

“All three rugby legends are also proud members of our quality assurance schemes which are among the best and most long-established in the world, giving consumers confidence in the high standards of welfare, quality and traceability behind our ‘Scotch’ brands.”