Copenhagen-based Jakob True will take over the Nordic countries, while Peter Toholt will focus on Germany. Toholt’s post will be funded by QMS and Scottish Development International (SDI), with his time split between each.
QMS said that Germany and the Nordic countries were being targeted as part of of wider plan to increase penetration of Scotch beef and lamb into lucrative markets. It pointed out that both Germany and the Nordic countries have a high demand for quality red meat and relatively strong economies.
Jim McLaren, chairman of QMS, said: “Our refocused export strategies, announced last year, will not only see our iconic brands gain an even stronger foothold on the continent, but also contribute significantly to the vital issue of carcase balance which adds to the efficiency of the Scottish processing sector and adds value to the entire red meat supply chain.”