QMS promotes Scotch red meat brands at Royal Highland Show
Scottish first minister joins breakfast briefing
29 June 2026
1 minute read
By: Quality Meat Scotland (QMS) marked four days at the Royal Highland Show in June, bringing together producers, processors, butchers, chefs, retailers and consumers to promote Scotch Beef, Scotch Lamb and Prime Scottish Pork, according to a press release from the trade board.
The show, held June 18 to 21 at Ingliston, saw the QMS stand serve as a networking and education hub, with activity reflecting the organisation's current When You Know, You Know marketing campaign. QMS also used the platform to share data from its Meating Our Potential report, highlighting economic opportunities for Scotland's red meat sector and the case for strengthening domestic production.
First Minister John Swinney attended a Thursday Breakfast Briefing alongside agriculture minister Jim Fairlie and cabinet secretary for climate action and rural affairs Gillian Martin. Swinney recognised QMS's work in championing Scotland's red meat sector, including the launch of Prime Scottish Pork, and reaffirmed the Scottish Government's commitment to maintaining livestock production as part of a sustainable agricultural economy.
Retail activity across the showground included Farm to Fork steak demonstrations at the Lidl stand and weekend cook-offs featuring chefs from Fife College and professional rugby players from Scotland's elite clubs. A High Steaks quiz with Make It Scotch gave visitors the chance to test their red meat knowledge.
The Food for Thought Cookery Theatre, supported by The Scotch Butchers Club and Scotch Beef Club, showcased emerging culinary and butchery talent over the four days. Families and school groups engaged with QMS through the RHET Discovery Centre, while visitors raised funds for rural charities RSABI and the SAYFC Big Build through the sale of limited-edition Highland Show t-shirts.
