New campaign launched to keep Scottish salmon competitive in Europe
The new marketing initiative is jointly funded by Salmon Scotland and the Scottish Government, with each of them contributing £50,000.
France remains the biggest market for Scottish salmon and accounts for more than 50% of all exports – with sales in 2024 reaching £462 million.
Around a third of Scottish salmon exports to France carry the Label Rouge mark, a prestigious award in place for more than 30 years for superior quality and there are plans to grow its global share to 15% by 2026.
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The recent UK trade deal with the European Union opens doors for more salmon exports to Europe, but US tariffs are forcing rival producers to focus more on European markets which could lead to the UK's leading food export losing ground in its biggest overseas markets.
That is leading to Salmon Scotland to repeat calls for renewed talks to remove the 10% tariff on its US exports that President Trump plans on putting in place.
The grand funding from the Scottish Government comes after talks between First Minister John Swinney and Tavish Scott, the chief executive of Salmon Scotland, in April when they spoke about the impact of tariffs on the industry.
Mairi Gougeon, Cabinet Secretary for Rural Affairs, Land Reform and Islands, said: 'Label Rouge salmon is an outstanding example of premium quality Scottish produce and I am delighted that we have been able to support its continued export success via our Marine Fund Scotland.
'We are determined to do everything we can to ensure our excellent Scottish exports not only maintain, but build on their competitive position in Europe and beyond, particularly at this time of uncertainty in the US market.
'The Scottish Government will continue to work closely with the industry so that even more consumers, at home and abroad, can enjoy our world class Scottish salmon in the years ahead.'
Su Cox, chair of Scottish Quality Salmon, which sets the quality and promotes Label Rouge Scottish salmon, said: 'We greatly appreciate the ongoing support that has helped reinforce the internationally recognised provenance of Scottish salmon.
'Label Rouge remains our flagship designation in France, exemplifying the premium quality and traceability that define our sector.
'As global demand for trusted, high-quality seafood continues to grow, we are committed to leveraging this success to expand into new international markets and strengthen Scotland's position as a world leader in responsible aquaculture.'
Tavish Scott, chief executive of Salmon Scotland, said: 'Label Rouge Scottish salmon has been at the heart of our sector's success for over 30 years, showcasing world-leading quality and taste.
'With US tariff policy creating ongoing global uncertainty, we welcome the Scottish Government's swift recognition of this challenge and their commitment to keeping Scottish salmon competitive in Europe.
'Building on the strength of the Label Rouge mark in France and other EU countries will be vital in supporting exporters and growing our presence overseas.
'This campaign highlights the strong partnership between our farmers and government to boost exports responsibly and sustainably, helping sustain thousands of jobs and thriving coastal communities.'
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