Top award for livestock marketing group

The Shetland Livestock Marketing Group (SLMG) has won a category in the 2012 Scotland Food & Drink Excellence Awards for its campaign to promote native Shetland lamb.

The group was among five companies from the Highlands and Islands which were recognised in Thursday’s awards, known as the country’s food “Oscars”. Other winners were the Puffer Bar and Restaurant, Loch Duart Ltd, Orkney Fisherman’s Society and Nigg-based Cullisse.

SLMG chairman Ronnie Eunson said: “We are absolutely thrilled that Native Shetland Lamb has received such a prestigious accolade. Just to be shortlisted was recognition enough but to go on and win, really is a great achievement.

“Our marketing strategy for Native Shetland Lamb was to position it as a high end, premium and exclusive product. We have been working together with Shaw Marketing and Design on this initiative over the past 12 months and are very pleased with what we have achieved.

“I believe that this endorsement will create wider recognition which, in turn, will help drive sales at the premium end of the market.”
All the winners were contratulated by the Highlands & Islands Enterprise (HIE), whose head of food Chris Taylor said: “This event really brings home the quality of products we have in the Highlands and Islands.

“HIE is delighted to be working with our industry partners, Scotland Food & Drink to help many companies in every part of the Highlands and Islands to increase sales and reach new markets. This is a fantastic success for the region and our congratulations go to all the winners and nominees.”

The entries were judged by a panel comprising industry experts and journalists and the hotly contested product awards were presented to some of the country’s most innovative and exciting companies. The full list of winners is available on the Scotland Food and Drink website at www.scotlandfoodanddrink.org.