Quality Meat Scotland (QMS) has unveiled the new name and a refreshed visual identity for its Specially Selected Pork brand.
The Prime Scottish Pork brand, which is appearing on shelves for the first time this month, aims to reinforce the value, provenance and long‑term potential of Scottish pork.
QMS said the rebrand marks ‘a positive step forward for the sector, creating a clear retail and marketing opportunity without changing the high standards that sit behind the label’. Prime Scottish Pork will continue to guarantee pork that is locally sourced, quality assured and farmed with care, giving shoppers confidence at the point of purchase and supporting value creation across the supply chain, it said.
The move strengthens alignment with the highly recognised blue logos of Scotch Beef and Scotch Lamb, which have significant levels of awareness and understanding amongst 88% of adults in Scotland. This allows Scottish pork to better communicate its provenance and benefit from a ‘halo effect’ of increased consumer recognition at a time when ‘Scottishness’ remains a key purchase driver, QMS added.
The new identity was shaped using independent YouGov consumer research and developed in close collaboration with industry stakeholders, including the Scottish Pig Industry Leadership Group, who were engaged throughout the process.
Alongside Scotch Beef and Scotch Lamb, Prime Scottish Pork will be supported by a Scotland-wide consumer marketing campaign running from June 8 to August 3 to take advantage of the momentum behind Scotland’s ‘Summer of Sport’. Activity includes channel sponsorship on STV, TV advertising on STV and Sky Regional, outdoor ads, paid social and digital media, set to reach an estimated 73% of adults in Scotland.
New retail packing guidelines are now available, with a full transition to the Prime Scottish Pork brand expected to be complete by October 2026.
Strongest platform
Emma Heath, QMS director of marketing, said: “The Prime Scottish Pork rebrand is about giving our pork sector the strongest possible platform for the future.
“As one of the top three shopper motivations when buying red meat, alongside animal welfare and being quality assured, our research tells us that provenance matters deeply to Scottish shoppers, and this evolution allows us to tell the Scottish pork story more clearly, more confidently and more consistently alongside Scotch Beef and Scotch Lamb.
“Whilst the logo mark and name will change, the uncompromisingly high standards that sit behind the label – that shoppers have rightly come to expect – remain exactly the same.”