Get some Specially Selected Pork on that fork!

QMS have recipe leaflets and posters for this campaign that are available for members and can be request from Gordon Sloan. E mail: [email protected] Tel: 0131 472 4040

The new Specially Selected Pork Campaign, which was launched on a fleet of Edinburgh taxis this month hopes to build on strong growth for fresh pork and get more Scots to get some Specially Selected Pork on that fork.

Sales of pork in Scotland have jumped by 10% to nearly £52 million over the past year. The volume of fresh pork sold in Scotland is also growing – this time at a rate of 8% year on year to 11,000 tonnes to the end of January 2008.

Gordon Sloan, Marketing Executive for red meat promotion body QMS, said: “Last year saw the overall number of Scots eating fresh pork increase by over 2% to 72% of the population over the year. What's more, Scottish consumers are looking beyond the Sunday roasting joints by using other pork cuts in creative ways midweek which would suggest our key messages of health and versatility are really getting through.

“The popular cuts of fresh pork are predominantly for frying and grilling. Roasting cuts are still being used, but our reliance on joints is less than other parts of Britain.”

The sales figures come at a time when the pig sector is warning rising costs could force them out of business altogether. QMS commissioned research has confirmed widespread public support for maintaining a pork industry in Scotland.

Gordon said: “For the first time we've launched the campaigns 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.”

As well as the taxi launch, the QMS campaign will include a return for the successful radio commercials starring actress Michelle Gomez, supporting web mini-sites on some of Scotland's most popular radio stations' websites.

The advertising campaign is being backed up by a tour of Asda, Sainsburys and Tesco stores by our Specially Selected Pork brand ambassadors, handing out tips and recipes for easy and tasty midweek dinners. Materials are also available to independent retailers.

The aim is to reach more than 1.5 million Scottish consumers during the campaign – all of which will be targeted by our messages on multiple occasions.

Further information from: Stephen Doran, Communications Manager, Quality Meat Scotland. Tel: 0131 472 4046. Mob: 07734 110 351.