Quality Meat Scotland’s “Meating Our Potential” partnership campaign with the Scottish Red Meat Resilience Group (SRMRG) is a standout example of meaningful, industry-driven action. Rooted in economic modelling and shaped through genuine cross-supply chain input, it tackles the challenge of declining cattle numbers head-on – not with slogans, but with evidence, strategy, and shared ownership. Anchored by a public-facing pledge, it invites organisations across the sector to show visible support for Scotland’s red meat producers, while also driving farmer-level conversations through a practical “two-cow” message and upcoming producer toolkit. Recorded as part of a GMA Download episode with Sarah Millar, CEO, and Holly McLennan, Head of Communications and External Affairs, it’s more than a campaign. It’s a case study in how to unify an industry around shared values and responsibility and how to make that visible to decision-makers and the public. With layered messaging, credible data, and a deliberate rollout plan, it reflects the kind of alignment many in the GMA network are aiming to build within their own regions.