NFU Scotland has welcomed the announcement today by Quality Meat Scotland that the supermarket Sainsbury has decided to dramatically increase the amount of Scotch red meat sold in its 18 stores around the country. Sainsbury's red meat sales in Scotland are worth £1.7 million.

Reacting to today's announcement, NFUS Vice President Bob Howat said:

"This is a timely boost for Scotland's red meat sector and further proof that Scottish consumers' support for quality, local produce continues to strengthen.

"Across the beef, sheep and pig sectors, farmgate prices are far from buoyant. However, this serves as a reminder that we are operating within a positive market situation. We have an extremely well established brand and Scotch is synonymous with quality in the minds of consumers. And their support dictates the buying policies of the major supermarkets.

"We are continuing to campaign for a fairer share of shelf price to be passed down the supply chain to farmers and we will shortly be outlining activities to further raise the profile of that campaign. In the meantime however, this is a timely reminder that our produce remains in demand and that the high production standards enshrined in farm assurance are rewarded with customer loyalty. Our work with QMS and others continues to ensure they are also rewarded with a sustainable price."

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