The Scottish Government is funding a £1 million campaign to support the meat industry.
Rural Affairs Secretary Richard Lochhead said both the cattle and sheep sectors need support to strengthen the Scotch brand.
He told the National Farmers' Union Scotland's AGM that £250,000 of the funding would be spent on a specific campaign to help the sheep industry to develop new markets for Scotch lamb.
A wider study has also been commissioned to help better understand the market within the meat sector.
The study will look at what is on sale where, where it comes from and how it is labelled.
Mr Lochhead said: "Scotch is a world-renowned brand and products with that label are among the best quality that can be found anywhere.
"Consumers have confidence in the brand and it is important that in the current climate, when people are looking very carefully at the provenance of their food, that we continue to build our good reputation both at home and overseas and continue to capitalise on new market opportunities."
He added: "In the sheep sector particularly, I share farmers' disappointment that market returns have recently eased back after a prolonged period of high prices for both lambs and ewes, partly due to the weakness of the pound.
"But I believe there are grounds for optimism. Scotland produces a natural, premium product which consumers at home and abroad are prepared to pay for.
"We need to get better at maximising the opportunities and the support unveiled today is designed to do just that."
