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News 380 views last update:Mar 17, 2008

Supporting Scottish pork

Recently a new campaign has been launched on Edinburgh taxis to urge Scots to support the local pig industry. The Quality Meat Scotland (QMS) Specially Selected Pork Campaign wants to build the industry by having more Scots eat more pork.

The QMS campaign will include radio commercials. "For the first time we've launched the campaign with a fleet of taxis emblazoned with the brand logo and a rallying call to get more pork on that fork! We aim to build on the public's increasing appetite for pork, and build on their support for the Scottish pig industry by getting them to look for the Specially Selected Pork logo," said Gordon Sloan, marketing executive for QMS.

Pork growing
Over the last year, sales of pork in Scotland have jumped by 10% to nearly £52 million. The volume of fresh pork sold in Scotland is also increasing - this time at a rate of 8% year on year to 11,000 tonnes to the end of January 2008.

Related website:

• QMS

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