QMS Strategy & Levy Income

QMS strategy

QMS’s overall strategy for 2018 to 2023 is to support the development of a sustainable, professional, resilient and profitable Scottish red meat industry* which makes an important contribution to Scotland Food & Drink’s target of £30 billion by 2030.

We will achieve the overall strategy by focusing on the following four strategic objectives:

• Building the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands through quality assurance and effective marketing and communications with consumers. More than 70% of QMS’s external levy spend is on consumer-facing activity.
• Supporting the sustainable growth of the industry through strategic engagement with key stakeholders, supply chain collaboration and cascade of key market information.
• Developing capability and capacity in the Scottish red meat industry through training and education initiatives which attract, motivate and develop the workforce.
• Delivering professional services which support the continued growth of a resilient, professional Scottish red meat industry able to grasp opportunities and meet challenges.

*We define the red meat industry as those sectors which are involved in the Scottish assurance chain – animal feed suppliers; cattle, sheep and pig producers; livestock markets; hauliers and primary producers.