FLAVOUR OF SCOTLAND
Fruitful pickings for Scottish berry grower Scottish berry grower and supplier Angus Soft Fruits is celebrating a record-breaking season after producing more than double the amount of their premium AVA™ strawberries this summer when compared to last year. So far this year, Angus Soft Fruits has increased the supply of AVA™ strawberries by 109% year on year, with the company putting the bumper season down to the milder spring and summer enjoyed across the north-east of Scotland, which helped to create optimal berry growing conditions. Angus Soft Fruits also believe the increased yield is thanks to the expertise of their exclusive group of growers, who are now more experienced
growing these premium varieties of strawberries. Developed from years of research by Angus Soft Fruits’ in-house Breeding Programme, AVA™ strawberries have been bred for exceptional flavour, texture, appearance, and shelf life. AVA™ strawberries are also more resistant to disease, produce a higher yield and have been optimised for speed of picking and sustainability. Lochy Porter, Chairman of Angus Soft Fruits, said: “At Angus Soft Fruits, we are committed to producing great tasting berries, and we are delighted with how this year’s AVA™ strawberry crop has performed. Thanks to our specialist Breeding Programme,
talented growing team, and a bit of luck with the weather, we’ve managed to deliver the highest
volume of AVA™ strawberries to date helping to satisfy increasing demand from customers.
Scotch Lamb campaign wins prestigious award Quality Meat Scotland’s Scotch Lamb, Naturally campaign has been named Marketing Campaign of the Year at the Scotsman Food & Drink Awards. Scotch Lamb, Naturally beat competition from Edinburgh Food Festival and Tamdhu Speyside Single Malt to take home the
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accolade at the ceremony held in Edinburgh this week. Quality Meat Scotland (QMS) worked with integrated marketing communications agency Weber Shandwick to devise and develop the Scotch Lamb, Naturally campaign to encourage consumers in
Scotland to eat more Scotch Lamb PGI and learn more about its welfare and sustainability credentials. The nine-week campaign in autumn 2018 saw a combination of television advertising along with billboard, press, digital, social media, radio and PR, and resulted in a 27% increase in spend per buyer and a 20% increase in volume purchased per buyer during the 12-week campaign period, according to figures from Kantar Worldpanel to the week ending 4th November. Just this week, the newest phase of Scotch Lamb, Naturally launched with an intensive programme of marketing, advertising and PR activity in place across Scotland until the end of October. Alan Clarke, Chief Executive of Quality Meat Scotland, said: “The brilliant results of the Scotch Lamb, Naturally
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campaign speak for themselves, delivering not only an increase in sales but also helping challenge traditional perceptions of how lamb is prepared and served. “This success would not be possible without the work delivered by the entire marketing and communications team in helping share the industry’s hugely positive messages and raising the profile of Scotland’s world-leading red meat brands.” The shortlist adds to recent success at the PRCA Dare Awards, where QMS took home In-House Team of the Year as well as the Consumer Relations award for Scotch Lamb, Naturally (with Weber Shandwick). For Scotch Lamb recipe videos and inspiration visit www. scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.