Scotch Beef gains Hong Kong deal
The PGI beef will be promoted over the next six weeks at Great Food Hall, which covers an area of 35,000sq ft.
This year, a delegation from the Scottish food and drinks sector, led by Scottish Development International (SDI) and Quality Meat Scotland (QMS), successfully visited HOFEX.
It is the largest food and hospitality trade show in Asia-Pacific, and has opened up a great opportunity for the Scotch Beef PGI sector, as in 2011 “goods worth more than £5bn were traded,” Eblex and Bpex export manager Jean-Pierre Garnier said earlier this year.
QMS head of marketing Laurent Vernet said: “This is a fantastic opportunity to promote Scotch Beef to Hong Kong’s press and, most importantly, Hong Kong’s consumers.
“The presence of Scotch Beef in Great Food Hall is an important stepping stone in communicating the quality, unique taste and robust traceability that underpins the Scotch brand with its valuable European PGI status.”
The relaunch of the flagship store will include many promotional activities, including Scotch Beef being presented at Great tasting nights at the store to 200-300 customers.
Chief executive of Scottish Development International Anne MacColl explained she was “delighted” that the HOFEX visit generated such interest.
She said: “Scotch Beef is globally renowned for its quality, authenticity and provenance, and our industry benefits from centuries of farming tradition and expertise.
“We have seen a rapid increase in the volume and value of Scottish exports to Asia, breaking the £1bn mark in 2011 after a 40% year-on-year increase. This new partnership is a fantastic opportunity for Scotch Beef to capitalise on the growing potential in the market.”