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Caithness News Bulletins October 2005

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Mey Selections Launched At Sainsbury's    


The recently launched 'Mey Selections' brand has received a major boost with the announcement that the enterprise is to receive a three year financial support package from the Scottish Executive Environment and Rural Affairs Department (SEERAD). This significant funding contribution, running from 2005 - 2008, has been approved to cover beef and lamb marketing initiatives under SEERAD's Marketing Development Scheme to ensure the development of the brand will be supported by the best available marketing and commercial expertise.

The news is a second significant step forward for the brand which looks set to boost the returns to beef and lamb producers in the counties of Caithness, Orkney, Ross-shire and Sutherland as a result of the offer from Sainsbury's to supply selected food stores.

Mey Selections' Chairman Danny Miller says, "This is fantastic news for beef and lamb producers who sell their stock through Mey Selections. The SEERAD grant aid, given under their Market Development Scheme, will enable us to engage the sort of expert help that we need in order to fulfil Sainsbury's offer."

"We are grateful to SEERAD for looking favourably at our application for public funds. We encourage Mey Selections customers to have high expectations of the brand and now we have the opportunity to build up our marketing team to ensure they are fulfilled."

The Sainsbury and SEERAD announcements continue the positive progress of the Mey Selection's brand since the launch of the North Highland Initiative by HRH The Prince Charles, Duke of Rothesay at the Castle of Mey in the summer.  Mey Selections aims to secure premium returns to producers of quality finished stock in the North Highlands. Danny Miller says "Our successful application for grant aid and the offer by Sainsbury means Mey Selections' cattle and lambs will move on a lot faster."

Mr Jim Ironside, Marketing Manager for Mey Selections Beef and Lamb said "I urge farmers in Ross-shire and the wider North Highlands to support Mey Selections and enjoy the premiums paid for the quality beef and lamb we place with our customers. The news from SEERAD and Sainsbury means that Mey Selections has arrived and that we will be here tomorrow, next week and for the years ahead.  This is a time for beef and lamb store producers who have seen the outstanding premiums achieved by quality finished stock to consider the way they currently operate."

Very shortly we will provide details of how our Mey Selections Producers Club will help breeders and finishers to link together. With SEERAD's support we will now step up our marketing activity and expect customer demand for Mey Selections finished cattle and lambs to continue to rise well into the New Year.

Mey Selections is the brand set up in August 2005 as a result of the North Highland Initiative supported by HRH The Prince Charles, Duke of Rothesay.  The brand aims to deliver premiums to cattle and sheep farmers in the area North of Inverness covering the counties of Caithness, Orkney, Ross-shire and Sutherland.