NFU Scotland is getting behind Lidl's high profile campaign promoting Scotch beef across Great Britain.
The Union's Livestock Committee is backing the campaign, which has seen significant sums invested in promoting Scotch beef to millions of shoppers on TV and radio, in cinemas, in the press and online.
In the advert, a Scottish beef farmer who supplies Lidl's Deluxe Scotch Beef from his farm in Blairgowrie shows a customer around his farm and says his entire herd is born and bred in Scotland.
Lidl said they were 'hugely proud' to deliver quality produce and to work with British farmers.
Committee chairman Charlie Adam said: "We have always said that Scotch beef is the best in the world and it is fantastic that Lidl also believe that Scottish farmers are producing meat worth shouting about.
"The high standards which our farmers work hard to meet, and the unquestionable quality of our cattle, has helped build a brand which all major retailers can justifiably throw their weight behind.
"We consistently produce the best beef, backed by our high standards of production.
"That has attracted this level of backing from Lidl and others retailers should follow on.
"We want shoppers to think ‘Scotch’ and buy ‘Scotch’ when they are looking for the best in beef regardless of where they are in Great Britain. The Lidl campaign, which sees significant investment in promoting ‘Scotch’, supports that ambition."
