SFMTA meeting with QMS

On a snowy Wednesday at the end of February President Paul Boyle and Chief Executive Douglas Scott met Alan Clarke Chief Executive of QMS. Chairman Jim McLaren was not able to attend as planned due to the severe weather.

This turned out to be a very productive two and a half hours and all parties left on good terms with various action points to take up with their respective organisations.

AC explained that his initial disappointment was how people in the Scottish red meat industry segment tend to talk the industry down. He stressed that he was keen to support those who support QMS.
He had used his appointment to discard any baggage that might have hung around QMS.

AC said that he had been out and about, accepted every invitation to meet and speak. He asked how can we work in partnership?

PB agreed that we need to work together and we were keen to explore the opportunities.

AC said strategic relationship needs improved at board levels and he would like to see joint activities. He had asked his staff and then the QMS board, What business are you in? What are you good at? What do you want to be known for?

He said that business support was his prime objective. To this end there was a new structure at QMS. Structure follows strategy claimed AC. The six existing departments have been changed by merging Marketing and Communications under Carol McLaren. There is also a new department called Strategic Engagement headed up by Laurent Vernet as director.

The purpose of the restructure is to make sure that QMS is engaging with all of their footprint, managing that engagement and strengthen their marketing capabilities through the synergies of bringing marketing and comms together. That positions QMS to provide strong support for the sector.

AC said that there were four key pillars to take on board.
1 Continue to build our brands.
2 Support sustainable growth.
3 Develop capability and capacity within the sector.
4 Deliver professional services to support.

The SFMTA representatives explained the sensitivities that have created difficulties between the two organisations in the past. AC was informed how butchers are levy payers. This had not been his understanding but AC agreed when explained.

There had been a view expressed by QMS' previous CEO that butchers were insignificant in the scheme of things. AC was shown the league table that shows, in terms of retail beef sales in Scotland, that independent butchers ranked fourth in volume after Tesco, Asda and Morrison. These figures do not include wholesaling and foodservice trade.

The use of the same brand in supermarkets and discounters as in butchers shops was considered as endorsing supermarket meat and this was why butchers were not keen to use the QMS materials if they were the same for butchers. Merits of the Scotch Butchers Club (SBC) and possible discount for SFMTA members was mooted.

Scotch Butchers Club vouchers were seen as a positive. Highlighted the press releases promoting new SBC point of sale materials also containing announcement of tasting events in supermarkets and discounters.

Lack of support for SFMTA / NSA lamb tasting event in Perth was noted and suggested this type of event could be done by other butchers if materials were available.

Lack of data about the independent sector and the recent ceasing of Scottish retail price reporting was noted as unhelpful.

Federation also pointed out that the more successful QMS were in the export market the less pleased butchers would be.

Lack of skill staff is something that is a threat to the success of the Scottish red meat industry and it was agreed that more should be done to attract entrants. A video that could be put on social media and websites would be considered.

It was felt that a resource, both printed and human, to allow attendance and participation at events like Skills Scotland, Careers events etc would be an asset to all those seeking entrants. Image of the industry needed to be contemporary, progressive and creating opportunities.

AC explained that Scotland Food & Drink would be creating sub groups to their main board. The partnership board included trade bodies but now there would be a skills sub board and an implementation group. AC has been invited to chair the skills sub group and he felt that SFMTA would be invited to be on that skills board.

AC asked how aware was the sector of QMS diet and health programme. Agreed more could be done and SFMTA requested a
video or the very least a crib sheet devised for counter staff with the help of pro meat dietician Dr Carrie Ruxton from Cupar. AC also wondered to what extent Moira Stalker (FDFS) understood that programme.

AC asked what QMS had sponsored. SFMTA explained that support had gradually virtually disappeared. The low point had been the Scottish Meat Trade Fair in May 2017 where QMS had asked for half a stand and ended up with no presence whatsoever. AC said that he would make the May 2019 trade fair the target to be able to showcase the joint activities QMS and SFMTA.

AC said that he would like to see QMS and Scottish Craft Butchers sponsor the Scottish Butchers Shop of the Year. (This at no cost to SFMTA). DS suggested that we should request the chance to nominate a judge)

QMS might be able to support the SFMTA centenary celebrations and would welcome a proposal, this in addition to continuing support of the Craft Butcher Training Awards. SFMTA plans for the 2018 AGM in Glasgow were outlined.

Under other issues DS spelt out the problems that we had encountered when using images that QMS were paranoid over acquiring credit for. AHDB supply images for SFMTA with little problems and much assistance. AC said that there was a case for commissioning good quality pictures and sharing the images with different version of the same dish shot for either party.

AC asked when it might be prudent to address the SFMTA Executive and both PB and DS felt that there would be plenty to tell the May meeting. AC noted date but availability would depend on other commitment moving.