Media Release: Latest Scotch Lamb campaign encourages consumers to ‘Get Behind the Label’

Jim Fairlie

A PERTHSHIRE livestock producer who ‘loves everything about farming’ is the face of the latest chapter of Quality Meat Scotland’s ‘Get Behind the Label’ campaign launched today (3 October 2012).

The eye-catching, new advertising creative is aimed at communicating to consumers that the Scotch Lamb label guarantees farm assurance, taste and outstanding quality.

Jim Fairlie, who farms at Kindrum Park farm in Logiealmond, is pictured in the adverts working with some of the 2,000 sheep on the farm.

The sheep are mostly Blackface and either bred pure or crossed with Blue Leicester, and Beltex or Suffolk tups.

The 5,500-acre farm, also home to around 75 native breed suckler cows, is mostly hill and upland and extends to 2000 feet above sea level at its highest point.

\Three of his team of five Collies, both Bearded and Border breeds, appear in the adverts too and working with his canine companions is one of many aspects of farming he takes great pleasure in.

Although not originally from a farming background, Mr Fairlie was determined to have a career with livestock from a young age and while still at school he used help the drovers working with sheep at the market not far from his home in Perth.

“I get a huge buzz out of doing this job all year round,” said Mr Fairlie. “I love working on the hill with the dogs and I love the seasonality. Even when the summers are as wet as this year, I can still truly say there is not a season that gets me down.

“I love the new life of spring, even with the sheer exhaustion of five weeks intensive lambing. I love watching the calves and lambs grow and thrive over the summer and at this time of year there’s a real pleasure in drawing (selecting) lambs for sale and getting the ewes ready to go in with the tups.

“One of the great joys of this job is the constant anticipation – you have to keep up with the seasons, whether it’s making silage to feed stock in the winter or clipping ewes in the summer or weaning lambs in the autumn.

“From the pleasure of selling stock through the auction ring, to the appreciation on customers’ faces when Anne and I sell them top-quality meat at Perth Farmers’ Market or our own hot cooked food at events like T in the Park, I love it all.”

The four week Scotland-wide campaign, which builds on existing strong consumer awareness, features print advertising as well as an engaging presence on key cooking and recipe websites.

“This campaign emphasises the benefits of purchasing Scotch Lamb and provides a compelling reason for the shopper to look for the label at point of purchase,” said Suzie Carlaw, QMS marketing controller.

“The Scotch Lamb label guarantees traceability of the meat from farm to fork, ensuring it was born, reared and slaughtered in Scotland.”

Delicious Scotch Lamb recipe booklets and promotional material are available at:

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Contact: Claire Morrison