QUALITY MEAT SCOTLAND
The Scotch Red Meat Champions
Find out more about what we do
QMS is the public body responsible for helping the Scottish red meat sector improve its efficiency, sustainability, integrity and profitability and maximise its contribution to Scotland’s economy.
Our internationally recognised and approved assurance schemes cover over 90% of livestock farmed for red meat in Scotland. With centuries of tradition behind them, Scottish red meat farmers pride themselves on meeting the very highest standards demanded by modern consumers.
Provenance
To deliver and promote authentic, trusted brands, underpinned by quality assurance, which give Scottish red meat a competitive advantage.
Productivity & profitability
Drive the development of key markets and foster a culture of innovation which provides practical tools and insight to drive profitability across the supply chain.
Planet & place
To build Scotland a global reputation for sustainable red meat production, which enhances the environment and place from which it comes.
People
A QMS that is people-driven, supporting all those working across the red meat supply chain and building talent within the organisation to be ambitious and creative.
Our people and passion for the read meat sector
Our executive team combines many years of experience with an unrivalled passion for promoting the Scottish red meat industry right across the UK and beyond.
Our Board
Our experienced board sets the direction for our leadership team, and how best we can influence the future of the red meat sector in Scotland.
Our Brands
We market the UK GI labelled Scotch Beef and Scotch Lamb brands and promote Scottish pork products under the Specially Selected Pork Banner.
Quality Assurance
Our quality assurance schemes underpin the integrity of our brands and reassure consumers of provenance and the highest standards of production.
Market Intelligence
We work with producers and the supply chain to increase productivity and profitability throughout the red meat value chain.
This is the Scotch Difference
By ensuring the key message of ‘Born & Reared in Scotland’ now sits at the heart of all QMS brands, we’re turning up the volume on the importance of buying local and acknowledging that animal welfare increasingly drives purchasing decisions. That is the Scotch Difference.
Cattle & Sheep Assurance Standards
The QMS Cattle & Sheep Assurance Scheme is the longest-established scheme of its kind in the world.
Pig Assurance Standards
The QMS Cattle & Sheep Assurance Scheme is the longest-established scheme of its kind in the world.
Auction Market & Collection Centre Assurance Standards
The QMS Auction Market and Collection Centre Scheme is an essential element in the QMS ‘whole chain’ consumer assurance programme.
Haulage Assurance Standards
The Haulage Assurance Scheme is an essential elects in the QMS ‘whole chain’ consumer assurance programme.
Feeds Assurance Standards
The Feeds Assurance Scheme is another essential element in the ‘whole chain’ consumer programme.
Processor Assurance Standards
Only approved members can process cattle, sheep and pigs which are destined for the Scotch Beef UKGI, Scotch Lamb UKGI and the Specially Selected Pork brands.
Key Quality Assurance Documentation
CERTIFICATION
Food Integrity Assurance (FIA) is the certification body contracted to manage our schemes and carry out assessments on our behalf. Find out more about the certification rules and regulations.
MEMBER RULES
If you participate in a Scheme you are, for the purposes of the QMS Membership Rules (the Membership Rules), a member of that Scheme. Click this link to find out more about the Memberships rules.
HOW THE SCHEMES WORK
Download our ‘How the Schemes Work’ document here to find out more.
Animal Welfare Wellbeing Charter
The guiding principles in this Animal Welfare and Wellbeing Charter are embedded in all QMS Quality Assurance Schemes and activities.
SUSTAINABILITY
For QMS Assurance Schemes, sustainability is about providing a credible and practical framework that support responsible food production in Scotland for our people, planet and place.
We define sustainability across three pillars: environmental responsibility (such as waste management, pasture management and reducing environmental impact where possible), high standards of animal health and welfare, and the economic and social resilience of rural businesses. Examples of standard requirements within this context include considered farm plans and supplier sourcing, carbon auditing and waste, farmyard manure and slurry management.
Our assurance scheme standards are evidence-based and independently assessed, ensuring that claims are measurable and transparent. We recognise that sustainability is not a fixed end point but an ongoing journey. By setting clear requirements and promoting continuous improvement, QMS Assurance Schemes help members demonstrate responsible practice today while supporting industry progress on climate, welfare, and efficiency.
When You Know, You Know.
Launched in 2024, the latest lead QMS marketing campaign, titled ‘When you know, you know’, was born out of a clear objective of the organisation: to build a deeper understanding of the principles behind the Scotch labels amongst Scottish-based consumers, and to better communicate the Scotch Difference and increase purchase intent.
Our marketing activity is working hard to ensure consumers have a real, thorough understanding of the quality assurance, provenance, and care that goes into producing Scotch Beef, Scotch Lamb and Specially Selected Pork.
At the same time, our industry-facing activity aims to support the Scottish red meat industry by raising the profile of Scotch in home and foreign markets, driving demand in a way that is consistent with the consumer messages – building a deep understanding and awareness of the Scotch brands. If you find yourself in the position where you have to choose between Scotch and an alternative, when you know what lies behind the Scotch label, you know what the best choice will be.
Our Creative Manifesto
Not all meat is created equal, and there’s simply no match for the livestock born and reared in Scotland. Come rain or shine (though mostly rain), this belief has held true for generations. Whether it’s Scotch Beef, Scotch Lamb, or Specially Selected Pork, it’s a choice that represents the passion and skills of Scottish farmers through to the enduring importance of local butchers and supermarkets, who champion our flagship brands.
It’s an appreciation of lands, the livestock, and the communities that have benefited from our lasting commitment. It’s a quality that comes from a strict set of standards and processes, which ultimately ensures the welfare and happiness of our livestock.
Born and reared in Scotland, it’s the reason why Scotch meat tastes so delicious, it’s why we continue to drive progress in our industry at home and worldwide. Our promise is more than a mark, it represents peace of mind, pride of place, and perfection in taste.
So, the next time you’re outside, barbecuing under your brolly, you can relax knowing you’ve chosen premium quality meat with higher standards. We refer to this ongoing mission as the Scotch Difference – it is our reason to believe and what sets us apart.
Our Marketing in Action
Marketing to members
We support our members with targeted marketing that builds trust, showcases quality, and drives demand for Scottish red meat at home and abroad.
Campaign Adverts
Through Make It Scotch, our campaign advertising champions the quality, provenance, and sustainability of Scotch Beef, Scotch Lamb, and Specially Selected Pork.
Campaign Photography
Quality campaign imagery supports our campaigns by engaging consumers and reinforcing the premium reputation of Scottish red meat.
Royal Highland Show
Events provide a powerful platform to engage audiences, share our quality story, and connect directly with industry and consumers.