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Scotch Beef PGI Launched At Flagship Foreign Store

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Scotch Beef PGI Launched At Flagship Foreign Store

October 21
20:07 2013
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The 35,000 square foot Great Food Hall, based in central Hong Kong, is promoting Scotch Beef as part of its re-launch activities over a six-week period.

The supermarket agreed to accept fresh Scotch Beef after a delegation from the Scottish food and drinks sector, led by Scottish Development International (SDI) and QMS. The store re-launch will feature chef demonstrations and sampling, and Scotch Beef will also be introduced directly to 200-300 consumers via tasting nights at the store.

‘Hong Kong has been identified by the industry as an important market for premium high quality Scotch Beef,’ said Laurent Vernet, head of marketing at QMS.

‘The presence of Scotch Beef in the Great Food Hall is an important stepping stone in communicating the quality, unique taste and robust traceability which underpins the Scotch brand with its valuable European PGI status.

‘This is a fantastic opportunity to promote Scotch Beef to Hong Kong’s press and, most importantly, Hong Kong’s consumers.’

Anne MacColl, Chief Executive of Scottish Development International, added: ‘We’ve 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.’

www.qmscotland.co.uk

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Scotch Beef PGI is enjoying a major presence this week at the relaunch of a premium supermarket’s flagship store…in Hong Kong…

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