Label Rouge Scottish Salmon leaps onwards

New campaign launched as sales of premium food export reach record levels

First Minister Alex Salmond has launched a new marketing campaign to promote Label Rouge Scottish Salmon to discerning European consumers as new figures show sales of the premium product leapt 19 per cent to record levels in 2009.

Scottish Quality Salmon (SQS) has announced that sales of Label Rouge Scottish Salmon rose to 7,251 tonnes from 6,099 tonnes in 2008, with support from the Scottish Government through a European Fisheries Fund (EFF) grant.

Mr Salmond launched the campaign in Paris alongside Scott Landsburgh, Chief Executive of SQS and Scottish Salmon Producers' Organisation, and Michel Blanchet, President of the Master Chefs of France - one of the world’s most highly-starred groups of culinary experts.

The First Minister said: “Scottish salmon was the first non-French food to receive the highly-prized Label Rouge designation and the product has recently achieved the milestone of the export of 20 million fish since it first received the prestigious accolade in 1992.

“It is an ideal time to launch a fresh campaign that can reach out to discerning chefs and consumers in France and beyond. The Scottish Government is very pleased to support this latest initiative which will showcase Scotland’s reputation for fine food and drink and secure Label Rouge Scottish Salmon’s continued place at the top table of world cuisine.”

Scott Landsburgh said: “As France has the reputation for some of the best food in the world, this substantial increase is a great achievement for Label Rouge Scottish Salmon.

“Support from the Scottish Government and confidence in Label Rouge status have been key factors in this success. Consumers, fishmongers, wholesalers and the most highly-starred group of culinary experts in France clearly understand that Label Rouge Scottish Salmon is top of the range, superior quality, packed full of the health enhancing Omega-3s.”

Michel Blanchet said: “This significant growth in sales of such a fine product does not surprise me. The Master Chefs have chosen this fish as its consistent texture, flesh and flavour make it the perfect ingredient.

“Scottish food products are highly prized in France as people become increasingly aware of the quality they can expect from this origin. Label Rouge Scottish Salmon meets the expectations of the most discerning palate.”

The new campaign includes a new website (www.saumonecossais.com) to support a series of seasonal promotions targeting the seafood trade and consumer markets in France. As the campaign develops later this year, new overseas markets for Label Rouge Scottish Salmon, such as Belgium, Switzerland, Germany and the Netherlands, are to be targeted.

Notes to Editors:

1.  Salmon represents approximately 40 per cent of all Scottish food exports, making it the largest food export. The worldwide retail value of Scottish farmed salmon is over £1 billion.

2.  Scottish farmed salmon became the first non-French product and the first fish to obtain the prestigious French governments Label Rouge mark of distinction in 1992. For more than ten years it was the only non-French food to meet the quality schemes rigorous standards. To receive the Label Rouge accolade from the French government a product must demonstrate superior taste. Label Rouge Scottish Salmon consistently outperforms similar standard products.

3.  In April 2009 the Scottish Government awarded Scottish Quality Salmon a European Fisheries Fund (EFF) grant towards a promotional campaign featuring Label Rouge Scottish Salmon targeting consumers, wholesalers, retailers and food service operators in France, and the launch of the product to new markets in other key European countries between 2009 and 2011.

4.  The Association of the Master Chefs of France is the most envied title for culinary experts in France. It promotes top quality products and professional excellence. Its motto is to preserve and spread the French culinary art, encourage training in cuisine, and assist professional development. Master Chefs of France has existed for more than 60 years. There are approximately 300 Master Chefs of France located in France, the rest of Europe, Americas, the Middle East and Africa. Further information is available here: www.maitrescuisiniersdefrance.com.

5.  Scotland’s National Food and Drink Policy was launched in June last year. It is available here: http://www.scotland.gov.uk/Topics/Business-Industry/Food-Industry.

6.  Photographs of the Label Rouge Scottish Salmon campaign launch are available to download from the Scottish Government Flickr site at: http://www.flickr.com/photos/scottishgovernment/sets/72157605090204355/.

Contacts:

Russell Fallis (Scottish Government) on +44 (0)7920 595435, or Ken Hughes, (SSPO) on +44 (0)1738 587006, +44 (0)7974 173739

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