Strategy Shake Up & Rebrand For Scotch Butchers Club

STRATEGY SHAKE-UP AND REBRAND FOR SCOTCH BUTCHERS CLUB

The Scotch Butchers Club is set to undergo several changes later this year, including a whole rebrand, following an internal strategic review.

The butcher industry quality assurance scheme is led by Quality Meat Scotland (QMS), who have been working hard behind the scenes to develop a suite of brand new benefits for members.

Scotch Butchers Club members undergo regular audits to ensure that the meat being prepared is sourced from trusted Scottish farms that follow the highest quality production and animal welfare standards.

In return, they are registered to use the three QMS brands on their meat – Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork – which reassure customers that the products they are buying are of the utmost quality.

Some other current Scotch Butchers Club membership benefits include a membership certificate and vinyl, four bespoke butcher campaign point of sale packs per year, a monthly newsletter, access to consumer research and sales data and a listing on The Scotch Kitchen website.

The new changes to the Club will position butchers as the ‘Champions of Scotch’ promoting their skill, craftsmanship and knowledge to consumers via new social media channels and website. To achieve this the Club will benefit from a whole new look and it will offer members a host of new and enhanced benefits, including:

Brand guidelines providing instructions on brand usage for members
A new, dedicated website where members can access promotional material, photography, research and insights
‘Meat Club’ webinars with guest speakers and practical demos
A knowledge transfer mentoring programme
Future of Meat quarterly global insights
A virtual master butcher competition
Dedicated recipe and inspiration hub and literature including guides to cuts and cooking instructions
Improved social media presence including butchers ‘how to’ videos and industry Facebook and WhatsApp groups
Butchers can enjoy all of this and more by applying to join the Scotch Butchers Club for £75per year or, alternatively, they can apply to join QMS’s brands licensing scheme which will allow them to use the Scotch brand logos in store.

Gordon Newlands, Quality Meat Scotland’s Brands Development Manager, said: “In recent months many of our Scotch Butchers Club members have been working harder than ever, offering deliveries and collections to help keep our nation fed during lockdown.
“We hope that the changes to the Club help demonstrate just how valued butchers are, they really are the champions of our Scotch brands, working hard to tirelessly provide customers with high quality Scotch Beef, Scotch Lamb and Specially Selected Pork as well as sharing cooking advice and recipe ideas. The Clubs new offering will ensure butchers across Scotland have all the support they require to continue playing a key role in their local communities as well as all the information and knowledge required to supply the best quality Scotch red meat.
We also look forward to a close working relationship with Scottish Craft Butchers as we provide our complimentary services to butchers throughout Scotland. We are confident that the exciting changes, which come into effect later this year, will be welcomed.”

For more information on Scotch Beef, Scotch Lamb and Specially Selected Pork, or to find out more about the Scotch Butchers Club, visit www.scotchkitchen.com