By Ewan Pate, farming editor

SCOTLAND’S NEW Rural Affairs Minister, Richard Lochhead, will no doubt have an in-tray piled high with submissions and reports.

However, Donald Biggar, Quality Meat Scotland’s chairman, wants him to give a degree of priority to one of them.

Somewhere in the pile will be the results of the second consultation on country of origin labelling (COOL) for red meat.

COOL already applies to retail sales but moving it into the catering and food service areas has been highly controversial.

“Farmers want their produce to be labelled Scotch or Scottish on menus but sections of the hospitality industry are less than excited,” said Mr Biggar.

COOL for the catering sector has been on the political agenda for more than two years and despite support from the previous minister, Ross Finnie, there has been little progress.

“Hopefully, the political will remains,” said Mr Biggar.

“There are benefits for the whole of the Scottish meat industry and it should suit an SNP administration to push the concept.

“There may be a member state problem with ‘Beef from the UK’ being approved, but not ‘Beef from Scotland,’ for example.

“I wouldn’t think Alex Salmond would think much of that.”

Mr Biggar was yesterday laying out the plans for QMS for the coming year at the meat promotion body’s Ingliston office.

Flanked by chief executive Uel Morton, he made frequent mention of a team approach and of responsibility being in the hands of the staff members charged with heading up the different divisions.

This is in considerable contrast to the more combative approach of his predecessor as chairman, Jim Walker, who was sacked amid considerable furore.

Hopefully, with the good ship QMS now in calmer waters, it can make headway, and there is plenty to do.

Mr Biggar outlined plans to target markets in Singapore, Hong Kong and Dubai. All are vibrant markets with a likely demand for prime Scottish meat.

The marketing effort has the largest allocation of the £4 million QMS budget and manager Laurent Vernier also has London in his sights.

“The beef market there is believed to be worth £281 million annually and we want to build up our brand awareness,” he said. “Research shows that one in eight consumers could be potential and regular buyers of Scotch beef.

“Lamb remains a challenge, but we are seeing some progress and mean to hold a Scotch lamb festival running from late August through September and October.”

Much of the problem with lamb relates to marketing period.

Stuart Ashworth, who is in charge of gathering statistical information at QMS, said, “We are to conduct a Scotland-wide ‘intentions survey’ to provide robust information on future sheepmeat supplies.”

Much of the problem with the lamb sector arises from competition from New Zealand and uncertainty about when supplies will arrive in the UK.

Mr Ashworth said he had regular contact with the NZ industry and liased with their Brussels office.

Pigmeat efforts centre on building up the “Specially Selected Pork” label, with three major supermarkets now listing products using the brand.

The coming year will also see work with Scottish Enterprise to highlight the health benefits of eating red meat and continuing efforts to encourage more public procurement of home-grown produce.

It is a busy agenda for QMS and although it is now back on an even keel it is about to sail into uncharted waters.

Following the review of levy raising bodies across the UK, the organisation is now to be what is known as a non-departmental public body. It will only continue in its present guise until the end of April 2008.

The three present owners, the Meat and Livestock Commission, NFUS and Scottish Association of Meat Wholesalers, will then relinquish control and a new chairman and board will be appointed by Mr Lochhead and a SEERAD- appointed panel.

Adverts for the posts, beginning with one for chairman, will be placed over the summer.

Will Mr Biggar apply for the top job? Who will step forward to the line as potential board members?

These questions should be answered over the next few months, but livestock farmers will surely be fervently hoping that the programme outlined yesterday goes on without disruption.