The Beef Shorthorn Cattle Society has announced the appointment of Bruce McConachie as its breed director.

McConachie joins the society to focus on helping breeders maximise the opportunities for the breed through performance recording and genomics as well as strengthening relationships across the supply chain.

Currently head of industry development at Quality Meat Scotland, McConachie has also worked in advisory roles for the Cairngorms National Park and currently sits on a number of industry bodies, including the European Roundtable for Sustainable Beef, the Beef Genetics Advisory Forum and the Scottish Government Livestock Genetics and Performance Group.

With a background in practical agriculture across the supply chain, including breeding and showing pedigree and commercial cattle, McConachie has experience of the day-to-day challenges livestock producers face.

“Changing support systems across the UK and an increasing focus on sustainability and climate change within the agricultural industry means these are exciting times for cattle breeders with the vision to seek out the opportunities available," he said.

"The breed is already well recognised for its ease of fleshing and ability to thrive in lower input forage-based systems, something which will become increasingly important in future.”

Beef Shorthorn Society president John Scott said that the appointment of Bruce McConachie is an exciting step for the society. “Bruce brings a wealth of experience and knowledge to the role, coupled with an enthusiasm for the breed and all it can offer UK beef farmers.

“I am looking forward to seeing Bruce take on this role and help drive the breed and the society forward and support members in their endeavours as Beef Shorthorns continue to increase in popularity both as a pedigree and a commercial breed.”

McConachie will take up his role on November 16, 2026.