Media Release: New campaign launched to ‘Make More with Mince’

Thai pork lettuce cups

A NEW Quality Meat Scotland (QMS) campaign promoting the versatility and potential of cooking with minced beef, lamb and pork is being launched today (4 September 2012).

The ‘Make More with Mince’ campaign is aimed at encouraging consumers to manage their weekly shopping budget whilst still purchasing quality products and enjoying diverse meals – something which is increasingly important in the current economic climate.

Promotional kits, including a recipe booklet and A2 feature poster, will be distributed to all members of the Scotch Butchers’ Club which has approximately 300 members across the UK, with the aim of encouraging sales of Scotch Beef, Scotch Lamb and Specially Selected Pork mince.

The brand new ‘Make More with Mince’ recipe booklet contains new twists on old favourites as well as some more unusual ways to cook with mince such as Thai Pork Lettuce Cups and Lamb and Aubergine Dhansak. It also provides hints and tips on introducing variety to mince recipes.

“Mince is a great way for shoppers to buy quality Scotch Beef, Scotch Lamb and Specially Selected Pork while keeping to their budget,” said Jack Broussine, QMS marketing executive.

“Mince doesn’t have to be boring – these recipes are inspiring and fun. Mince is an incredibly versatile product and this shines through in the new recipe booklet.

“When buying Scotch Beef, Scotch Lamb or Specially Selected Pork consumers can be completely confident that the meat is covered by strict quality assurance standards to ensure the highest standards of quality are met.

“Whenever shoppers see these labels, they have the guarantee that the products have been reared to very high standards of animal husbandry and welfare.

“This guarantee applies to each and every part of the product.”

The ‘Make More with Mince’ recipe booklet is available from:

Caption: One of the range of inspiring recipes featuring mince in the new leaflet – Thai Pork Lettuce Cups.

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Contact: Claire Morrison