This item was published during the term of a previous administration that ended in April 2007
Listen
Scotch beef ambassador appointed
30/05/2006
The first Scotch Beef Ambassador in Europe is Cees Helder, a chef at the renowned Parkheuvel restaurant in Rotterdam where he has won three Michelin stars.
Food Minister Ross Finnie and Quality Meat Scotland Chairman Donald Biggar celebrated the return of Scotch beef to Dutch dining tables with the appointment which follows the lifting of the ten year ban on British beef exports.
Honorary Ambassadors will champion the Scotch Beef brand on a European stage and promote its taste and quality amongst their peers.
Around 40 leading chefs, importers and trade representatives from across the Netherlands joined Mr Finnie, Mr Biggar and Mr Helder for a celebratory lunch in Rotterdam.
Scotland's Food Minister Ross Finnie said:
"Ten years ago Scotch Beef enjoyed the reputation of one of world's top quality products. It was in great demand in the leading butchers and restaurants of the world.
"The lunch today in Rotterdam provides an opportunity for us to showcase Scotch beef once again. With the help of Cees Helder we will raise awareness of the Scotch Beef brand in the Netherlands and help Scottish companies stimulate trading links.
"Scotch beef is back on the European menu and you will notice only one difference - the quality is better than ever."
Mr Biggar said:
"In the three weeks since the lifting of the ban we have seen a steady increase in the volume of beef leaving Scotland heading for a number of key European destinations including France, Belgium, Italy and of course the Netherlands.
"The reaction from people who are renewing their acquaintance with Scotch Beef or trying it for the first time has been overwhelmingly positive. Some of the best chefs in Europe have gone out of their way to praise the superior taste and quality and applaud the knowledge and expertise of the Scotland's farmers and processors."
Chef Helder added:
"As a long time supporter of Scotch Beef it is an honour to become the product's first European Ambassador. For ten long years the beef ban meant I was unable to serve up Scotch Beef on my restaurant menu.
"Thankfully that has now changed and I am delighted to see that, if anything, the beef currently being produced in Scotland tastes even better."
Prior to the ban in 1996, the Netherlands was responsible for 10 per cent of all Scotch Beef exports.