Agency: The Union | Author: Giles Moffatt |
Quality Meat Scotland - Make the Most of Your Roast
How an advertising idea fundamentally changed Scots' cooking habits and opened their eyes to roast pork
INTRODUCTION
Quality Meat Scotland is responsible for marketing the Scottish red meat industry on behalf of farmers and producers. Of all the meat types on offer, pork joints for roasting have historically proven difficult to sell in Scotland. For producers, this is a major problem as the roasting joints accounts for 50% of all cuts of pork, and thus a key part of delivering volume sales....