THREE of Britain’s top culinary talents have come together this spring to champion Scotch Beef as among the best in the world.
Brian Turner, one of the country’s most successful and well-known chefs, has teamed up with internationally acclaimed duo, Chris and Jeff Galvin, to support the Quality Meat Scotland’s ‘Great Quality of Life, Great Quality of Taste’ campaign.
Garnering the support of fellow foodies, chefs and suppliers across the country, the culinary trio are highlighting the superb calibre of Scotch Beef.
Their support follows hot on the heels of the announcement that Scotch Beef has emerged as the biggest-selling Scottish food and drink brand in Great Britain*, with sales totalling £247m, proving that, despite the ‘tightening of purse strings’, consumers are still willing to invest in quality produce.
The Quality Meat Scotland campaign, which encourages consumers to cook with quality, locally=sourced produce, is focusing on Scotland and Greater London.
As part of the campaign, the trio of chefs have created a host of Scotch Beef recipes, which showcase the quality assured product at its very best.
Each chef is well aware that, with its coveted European PGI status, Scotch Beef is produced to world-leading quality assurance and welfare standards and the distinctive label guarantees traceability from farm to fork.
Brian Turner said: “Scotch Beef has always been one of the world leaders in quality produce. In my opinion, it still has that reputation and, as an Englishman, a roast rib of beef on the bone is what makes Great Britain so great.”
Jeff Galvin commented: “Scotch Beef is one of our favourite ingredients and one that we have complete faith in the provenance of. This is vital for us because of the trust our customers have in us. It is consistently tasty and a Scotch Beef steak is probably the first thing that comes to mind when someone is dreaming of a favourite dish to be placed on the table.”
Laurent Vernet, head of Marketing at Quality Meat Scotland, said: “Scotch Beef is one of the country’s most iconic brands and the recent research findings show that, even in times when consumers are cutting back on other things, quality food and drink stays high on their list of priorities.
“This is great news for Scottish farmers and suppliers and having such esteemed culinary talents such as Brian, Chris and Jeff behind the latest phase in our campaign is hugely encouraging. I hope their enthusiasm and recipes inspire foodies across the UK to try cooking with different cuts and discover just how versatile Scotch Beef is.”
For more information on Scotch Beef visit www.scotchbeefandlamb.com where you can also download Quality Meat Scotland’s ‘Perfect Steaks and Roasts’ mobile app. The new digital tool includes easy-to-follow instructions, top tips and shortcuts for aspiring cooks of all levels of experience.
* Research presented by Kantar Worldpanel at Quality Meat Scotland’s marketing conference in January 2012.
Pic caption: Pictured from left are Scotch Beef champions, Chris and Jeff Galvin and Brian Turner.
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Contact: Carol McLaren
Phone: 0131 472 4040