Quality Meat Scotland’s overall strategy is “to support the development of a sustainable, professional, resilient and profitable Scottish red meat industry which makes an important contribution to Scotland Food & Drink’s target of £30bn by 2030”. This strategy is closely aligned with the Scottish Government’s economic strategy of increasing sustainable economic growth and the next phase of Scotland’s National Food and Drink Policy - Becoming a Good Food Nation as well as Scotland Food & Drink’s “Ambition 2030” vision. QMS proudly promotes the Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork brands and works hard to raise awareness of the Scottish red meat industry's positive sustainability and animal welfare messages as well as the role of beef, lamb and pork in a healthy diet. The Scottish red meat industry generates over £2 billion annually to Scotland's economy and supports around 50,000 jobs. Our quality assurance schemes underpin our brands and are among the longest¬running in the world and our industry development work includes the exciting monitor farm initiative. Our economics services team works hard to ensure the industry benefits from the latest analysis and information to inform its decisions.