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Jamie Scott in the campaign to promote Scotch Beef PGI.

Quality Meat Scotland campaign.

BBC Masterchef: The Professionals winner Jamie Scott today launched a new campaign to promote Scotch Beef PGI – recently named Scotland’s favourite food. Jamie, joined staff at The Macallan distillery in Speyside to raise a glass of one of world’s most iconic Scotch whiskies to the success of the campaign, which aims to very clearly differentiate Scotch Beef.

The nine week Quality Meat Scotland campaign, created by The Union, kicks off this week with the line “There’s beef, there’s Scottish beef, then there’s Scotch Beef”.

Laurent Vernet, head of marketing at QMS, said: “By targeting professionals, food enthusiasts and busy families alike, this campaign aims to show just how simple and versatile cooking with Scotch Beef can be. It is an every day premium product that can be enjoyed as part of a healthy, balanced diet.”

PGI status guarantees the meat is sourced from selected Scottish farms that must adopt best practice regarding animal welfare and natural production methods. The PGI is a guarantee of a genuinely authentic product.