Quality Meat Scotland (QMS) and Scottish Development International (SDI) have appointed Peter Toholt to the role of export manager to develop new markets for Scotch beef and lamb in Germany.
Jim McLaren, chairman of QMS, highlighted the growth potential of exports to the country. "Germany is an exciting market for Scotch beef and Scotch lamb with a population of meat-lovers and a growing swell of gastronomes who have strong appreciation of top quality food,” he said.
German consumers are showing preference for high-quality steaks and lamb, he said. “Scotland has a very strong positive image in Germany and our collaboration with SDI offers a great opportunity to further develop Scotland’s reputation as ‘the land of food and drink’ in a market that has previously proved challenging.”
The initiative aims to secure a stronger foothold for iconic brands on the continent and to enhance carcass balance, which McLaren said would “add to the efficiency of the Scottish processing sector and add value to the entire red meat supply chain”.
Rural affairs secretary Richard Lochhead said: "With the price of livestock at an all-time high, combined with pressures from the supply chain to reduce retail prices, this is a challenging time for Scotland's red meat industry.”
“Therefore, it's vital that we find new premium markets for our high-quality and delicious Scottish meats. That's why the promotion activities of QMS are so important and I join with the processing sector in welcoming the appointment of a new export manager for Germany."
A joint statement from QMS and SDI said: “Mr Toholt has considerable experience of the European red meat market, having previously worked as product manager for [the international marketing group] Sopexa where he was responsible for marketing, sales promotion and communication for meat and meat products.”
He has also worked as marketing consultant for the Butchers’ Confederation of North Rhine-Westphalia.
Toholt’s responsibilities will be divided between QMS and SDI.
Meanwhile, Jakob True has been appointed to the role of QMS export market manager for the Nordic Countries based in Copenhagen. The appointment was made after a tendering process.
QMS also confirmed the reappointment of David Chiffoleau and Huub Schoemaker to cover France and the Benelux Countries respectively.
Scottish meat exports in numbers
- £116M – estimated value of Scotch lamb and beef exports
- £2.1bn – combined record turnover of farming and processing of red meat in Scotland last year.