Scots strike retail meat deal in Sweden
On behalf of the Scottish red meat industry, public body Quality Meat Scotland (QMS) has struck a new deal with leading Swedish grocery retailer ICA.
The business has been stocking Scotch Beef and Scotch Lamb, in selected stores since 2011, but the new supply deal means it will be available in all of its stores across the country - totalling more than 1,300.
The agreement follows a visit by ICA to Scotland last month, where it met farmers and processors.
Joakim Skold Ostling, chief protein buyer at ICA, said: "Having met with representatives from Quality Meat Scotland as well as farmers and processors across Scotland, we are excited to be able to offer Scotch Beef and Scotch Lamb through our 1,300 outlets."
QMS said it had been working to try and expand its presence in Sweden for some time, and had undertaken a range of in-store sampling activities.
Laurent Vernet, head of marketing at QMS, commented: "In recent years Swedish consumers have been more and more discerning regarding higher-quality red meat with a high welfare status.
"ICA has always been focused on offering the best quality at the best price to their customers. By choosing Scotch Beef PGI, Swedish consumers can be confident they are choosing the best product out there in terms of quality, taste and provenance."
