2020 was one of the most challenging years we have faced as an industry. It was heartening to see how the Scottish red meat industry rose to the challenges created by the Covid-19 pandemic, plus the impact of the UK leaving the European Union and the climate emergency facing the long-term survival of our planet.

The red meat production supply chain of farmers, livestock hauliers, auction markets, processors, secondary processors, feed merchants and vets has had to change its practices and, in some cases, way of life, to ensure that consumers have access to high-quality red meat.

Catering butchers, retail butchers, food service providers, retailers and chefs have all faced very different challenges amid the loss of food service markets overnight due to Covid-19, while the substantial reduction in exports because of the UK’s exit from the EU has meant that businesses have had to rethink their business models.

We have seen retail sales of red meat increase significantly as people reconnect with their food and traditional businesses have established e-commerce activities, with click and collect and online delivery being embraced. Although business as usual has had to go on, practices in processors, auction markets, restaurants, butchers and retailers may have changed for ever.

At QMS we have also had to change how we operate and conduct an internal staff restructure to ensure we could rise to the challenges we faced. I would like to say a huge thank you to our Board and every member of the QMS team who have been working remotely for the past year and they should be proud of how we have supported the sector during this time.

We have made a 360-degree change to our marketing and comms strategy, led the delivery of the GB “Make It” marketing campaign, and increased use of social media, influencers and user-generated content targeting a younger demographic. We have developed online learning resources, delivered a series of industry development podcasts, provided remote quality assurance assessments, rebranded our Scotch Butchers Club, established a Scottish red meat body to support our levy payers with Brexit issues, co-ordinated the activities of the Scottish Red Meat Resilience Group and contributed to the many industry consultations from the Scottish and UK Governments, and participated in policy groups established by Scottish Government.

One key achievement has been the agreement with AHDB and HCC on the long-term solution for levy repatriation, meaning that on average £1.2 million of producers’ levy money currently trapped in England will be returned to Scotland annually.

This new-look annual review highlights activities undertaken by each QMS department. We hope you find this interesting and please don’t hesitate to contact me at any time.

Alan Clarke, Chief Executive of Quality Meat Scotland