1. A Scottish success story for traditional Scottish food Quality Meat Scotland December 2009

2. Scotch Beef and Scotch Lamb A Scottish tradition … Farming Lifestyle Specific breeds Cooking Consumption … a heritage to protect.

3. Scotch Meat & PGI Application in 1992 Registered in 1996 PGI for beef and lamb Scotch not Scottish

4. Specifications of Scotch Beef & Scotch Lamb PGI Initially 90 days residency rule (EC rule) Quality Scheme EN 45011 Based on origin and QS not breed Simple Flexibility / Pragmatism

5. Why bother? Scotch Beef (PGI) reputation Consumer and retailers’ confusion about origin Retail premium over 20% Livestock market premium over 15%

6. PGI must be connected to demand Tradition does not mean “stuck in the past” Flexibility to adapt to consumers expectation evolution = balance Tradition & Innovation Example: 90 days residency rules

7. Consumer awareness Growing number of PGI identified products on shelves Only 4% Scottish consumers recognise PGI logo* 15% of Scottish consumers associate PGI with higher quality food products* *: IGD research October 2009 commissioned by QMS co-funded by the EC

8. Retailer awareness Local (Origin) Heritage (Premium) Quality Scheme (Guarantee) Potential communication but Volume Consistency Stable costs Lack communication

9. Potential

10. Conclusions Protection Origin and premium Simple specification Flexible & pragmatic In-touch with the consumer expectations Great potential but still current limitations