Recent research conducted by Censuswide on behalf of Quality Meat Scotland (QMS) has revealed a striking preference among Scottish consumers for locally produced red meat over its cheaper imported alternatives. The survey indicates that a substantial 90% of respondents would opt for Scottish beef, lamb, or pork even if imports were priced 30% lower. This strong allegiance towards local produce reflects a broader trend in consumer behaviour towards food sourcing amidst an environment of rising economic and ecological concerns.

Approximately 73% of the participants indicated a clear preference for purchasing Scottish red meat when given a choice in supermarkets or butchers. This inclination is largely driven by a desire to support local farmers and the Scottish economy, with 74% and 72% of respondents citing these reasons, respectively. Moreover, factors such as superior quality (54%) and traceability (54%) play significant roles in consumers' purchasing decisions, illustrating a growing consciousness about the origins of food.

Amid prevailing concerns about food security and sustainability, QMS asserts that these findings underscore the enduring commitment of Scottish shoppers to local produce. The data resonates with insights from Alan Clarke, CEO of QMS, who reported that over 79% of Scottish consumers deem it crucial to support local suppliers, particularly in the wake of the pandemic. Many are keen to shift towards more local sourcing, with nearly 60% intending to increase their purchases from local producers post-lockdown.

Despite the enthusiastic support for domestic red meat, there are alarming trends within the industry. The National Farmers’ Union Scotland's ShelfWatch report for 2024 highlights a concerning 6% rise in the presence of imported red meat on supermarket shelves. Survey respondents expressed clear unease about the prospect of the UK becoming increasingly reliant on imports, with over 80% voicing their concerns.

The Knowledge Bank’s Scottish Provenance Research 2023 echoes these sentiments, revealing that more than half of consumers yearn for better availability of Scottish produce. In response to these emerging trends, QMS has emphasized the need for investment in Scotland's beef sector, which stands poised for growth. Forecasts suggest that by 2030, the UK will need an additional 278,000 tonnes of beef annually due to a decline in local production, with Scotland specifically needing to contribute an extra 22,000 tonnes to meet this demand.

Ms Millar further elaborated on the economic potential of revitalising Scotland's beef industry, noting the opportunity to generate an annual output boost of £281 million and contribute £76 million in Gross Value Added (GVA) to the Scottish economy. However, without significant investment and a collaborative approach between industry, government, and consumers, the market share for home-grown meat could diminish, with imports projected to rise by 124,000 tonnes by 2030.

Moreover, current processing capacities are underutilised, operating at merely 69-73%, which indicates a pressing need for systemic changes if local producers are to meet domestic demand. QMS aims to engage a broad coalition of stakeholders, including producers, processors, policymakers, and consumers, to fortify the future of beef production in Scotland and mitigate dependence on imports.

As the discourse around food provenance continues to gain momentum, it is clear that many consumers are not only prioritising local sourcing but are also increasingly aware of the quality, resilience, and traceability of their food. With grassroots support for local agriculture evident, the time may indeed be ripe for a concerted effort to enhance Scotland’s beef production, ensuring that local farmers can thrive in an ever-evolving marketplace.