Exports of Label Rouge Scottish salmon to France increase by 21% in 2004

The exports of Label Rouge Scottish salmon to France increased by 21% during 2004. The new figures, released by Scottish Quality Salmon, show the new total to be 6761 tonnes, compared with 5592 tonnes in 2003.

Commenting on the continued exporting success, Brian Simpson, Chief Executive of Scottish Quality Salmon said: “It is of great significance that this has been achieved against an overall downturn in salmon sales during 2004, by as much as 26% for fresh whole fish and 16% for fresh cuts and portions.1

“Label Rouge Scottish salmon is clearly the favoured salmon product in France, as this is the sixth consecutive year that exports have increased. The size of the increase is significant too, as it is the largest for some years.

“Strong consumer confidence in Label Rouge status is one of the key factors in the continued success, with French consumers clearly understanding that it is top of the range, superior quality.

“The standards for Label Rouge Scottish salmon are extremely stringent and guarantee a superior, delicious and healthy fish, packed full of the health enhancing omega-3 fatty acids.

“Label Rouge Scottish salmon has PGI status now as well, which guarantees its distinctive regional characteristics. I expect this new accolade to give Label Rouge Scottish salmon further impetus in the French market.

Label Rouge Scottish salmon has been supported by numerous successful promotional campaigns during 2004, including:

· Participation in a Scottish promotion at the launch of the new Seafood Hall at Rungis, which included tastings, information and traditional music;

· Having pride of place in food workshops at the 2004 Country Show held under the ‘Art de Vivre la Gastronomie’ banner;

· Representing the excellence of Scottish food at an open air exhibition held on the centenary of Entente Cordiale at the UK Embassy in Paris;

· Adding colour to the summer season by giving children the ‘Little Salmon Book’ via the 300 French independent fishmonger members of the ‘Clan’;

· Participation in a week to delight the taste buds at the ‘Semaine du Gout’ in October;

· Contribution to a successful record-breaking attempt to create the biggest buffet in the world at the international Equip’hotel exhibition in Paris in October.

The Label Rouge Scottish salmon exports to France (6761 tonnes) are included in the new total of 6927 tonnes that were exported worldwide. This worldwide figure has increased from 5837 tonnes in 2003.

Notes to Editors:

1. Source: French market research company Sécodip.

2. Scottish Quality Salmon was the first fish and first non-French product to obtain the prestigious Label Rouge back in 1992. Almost thirteen years later it remains the only non-French food to meet the quality scheme’s rigorous standards.

3. Exports of Label Rouge Scottish salmon to France have increased for six consecutive years, from 2493 tonnes in 1997 to 6761 tonnes in 2004.

4. Protected Geographical Indication (PGI) is one of two designations introduced by the European Commission in 1993, to protect the integrity and reputation of agricultural products or foodstuffs having an identified geographical origin.

5. Scottish Quality Salmon is dedicated to improving the quality and sustainability of salmon farming in Scotland - from feed companies through to salmon smokers and processors - the whole production chain. Membership now represents 65% of the tonnage produced by the Scottish salmon farming industry.

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For further information please contact Ken Hughes, Scottish Quality Salmon on 01738 587006 or email khughes@scottishsalmon.co.uk

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