Listen
190 reasons to eat Scottish
25/08/2009
Scotland's delicious produce received a massive vote of confidence today with the launch of a major new campaign.
Tesco's 'Scotland's Favourites' campaign is showcasing almost 200 top Scottish lines and will run across all stores in Scotland until September 9. Celebrating great Scottish fare, it has a distinct Homecoming theme and aims to drive up sales of Scottish produce. Tesco sold over two billion pounds worth of Scottish produce last year.
The launch marks the start of an exciting phase of activity for Scotland's food and drink sector and comes hard on the heels of the launch of the Scottish Government's first-ever National Food and Drink Policy. The campaign is linked to activities around Scottish Food and Drink Fortnight, which runs from September 5-20.
Speaking at today's launch in Elgin, Rural Affairs and Environment Secretary Richard Lochhead said:
"The Saltire brand represents quality, taste and loyalty to our producers - the 21 per cent increase in sales of Scottish produce across Scotland, England and Wales in just two years is proof of that.
"This campaign can help increase sales of Scottish produce.
It also demonstrates Tesco's support for the Homecoming Scotland celebrations. Our national food and drink policy recognises that partnership with supermarkets is essential - the key now is to keep up momentum and build on this progress.
"Supermarkets such as Tesco wield a huge amount of influence over the future of our food industry which is why we have taken decisive action to improve our relationship with major retailers.
"Our retailers' forum - which will meet again next month - and the new retailers' charter show that much can be achieved when we work in partnership. Tesco is showing how major retailers can support the policy by promoting Scottish suppliers.
"We must now do even more with our primary producers, processors and retailers - right across the supply chain - to promote Scottish produce and strengthen the industry."
Angus Bell, Tesco's Scottish Buying Manager said:
"We're delighted to have worked with so many of our local suppliers to launch this industry leading event. 'Scotland's Favourites' is a great opportunity to promote the fantastic range of Scottish products available in our stores."
"The space that we have dedicated to this event reflects the increasing demand for Scottish products and potential for our Scottish suppliers to further increase their sales."
Examples of products that will be included in the campaign are Tilly confectionery, Edinburgh Tea and Coffee company, Halls Haggis and Orkney Cheddar. The event will be supported by in-store point of sale, sampling and press advertising.
The campaign has a "Homecoming" theme and the Homecoming branding will used in all promotional activity. Tesco is also relaunching its "Get to know your Scotland's" point-of-sale labelling which tells the story behind the different Scottish products.
Scottish Food and Drink Fortnight is organised by Scotland Food and Drink and runs from September 5-20. It is a celebration of Scottish food and drink, promoting the benefits of fresh, seasonal produce.