The images - most of which are too disturbing to republish here - show tripe in its unprocessed form. They are freely available on the QMS website, which includes detailed instructions for the industrial preparation of tripe.
|QMS 'Fact Sheet'|
Sir Norman said: "We're not in the business of terrifying young lads. I think QMS are guilty of making a fundamental error of judgement by publishing these images. In our experience south of the border, it's much better to use images of cows grazing languidly in a field, or people tucking into a nice plate of tripe and onions."
Sir Norman said the industry had a responsibility to promote tripe in a positive way. "Graphic images of the unprocessed insides of a cow don't help. Generations of tripe dressers - who are trained to bleach, clean and prepare tripe to make it publicly presentable - could have told QMS that," he said, promising he would be writing a strongly-worded letter to Scottish Tripe.
Sir Norman went on to say that the Scottish project had cost in the region of £300,000 and contrasted it with the TMB's own 'modest' budget which had done much more to promote tripe in the same period.