Scottish red meat to hit Swedish retail shelves

ICA, which has stocked Scotch Beef and Scotch Lamb at selected stores in Stockholm since 2011, will now roll out the products in more than 1,300 stores across Sweden.

The deal comes after ICA representatives visited QMS and Scottish farmers and processors last month.

Joakim Skold Ostling, ICA’s chief protein buyer, said he was delighted with the deal.

‘Highest quality produce’​

“We pride ourselves on selecting the very highest quality produce to offer our customers,”​ he said.

“Having met with representatives from QMS as well as farmers and processors across Scotland, we are excited to be able to offer Scotch Beef and Scotch Lamb through our 1,300 outlets.”​

In recent years Swedish consumers have become more discerning regarding higher quality red meat with a high welfare status, QMS claimed.

Meanwhile, QMS has launched a campaign to differentiate Scottish beef from other beef – showcasing its flavour, provenance, traceability and integrity, it claimed.