Granted by the French Ministry of Agriculture, Label Rouge is a prestigious quality mark for products demonstrating superior quality and taste.
Photo: Salmon Scotland.
If we recently reported that, following the free trade agreement with India, Scottish salmon producers have already started to prepare for the "lucrative Indian market" focused on premium salmon, we have now learned that Scotland is going all in on its best product also in Europe.
The trade body representing the UK's biggest food export, Salmon Scotland, announced that, backed by the Scottish Government - they will both contribute 50/50 - is to launch a GBP 100,000 campaign to boost sales of Label Rouge Scottish salmon in France and other key European markets to increase exports of premium Scottish salmon.
"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," CEO of Salmon Scotland Tavish Scott said, commenting on the announcement.
"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," Mairi Gougeon, Scotland's Cabinet Secretary for Rural Affairs, Land Reform and Islands, added.
Despite the recent UK-EU trade agreement opening doors to increased salmon exports to Europe, and although Salmon Scotland is also calling for the resumption of talks to eliminate the 10% tariff on its exports to the U.S., uncertainty over the United States administration's tariffs policy is ongoing.
The trade body said this campaign is a reflection of that unpredictability. Even when their main market is not the U.S. but the European Union, and especially France, the latest changes announced by President Trump, including a further extension to August, remain a cause for concern for salmon farmers in Scotland.
U.S. tariffs are driving rival producers to focus more on European markets, putting the U.K.'s main export food product at risk of losing ground in its largest overseas market. This campaign is therefore being presented as a tool for Scotland-origin salmon, especially the higher quality Label Rouge Scottish salmon, to maintain its market share.
Funded, as said, by Salmon Scotland and the Scottish government, which are contributing GBP 50,000 each, the trade body's CEO thanked the support. "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," Tavish Scott stated.
Tavish Scott, CEO of Salmon Scotland; Mairi Gougeon, Scotland's Cabinet Secretary for Rural Affairs, Land Reform and Islands; and Sue Cox, Chair of Scottish Quality Salmon.
Photo: Salmon Scotland.
Likewise, Scott also highlighted the importance of Label Rouge Scottish salmon, which, he said, has been at the heart of the industry's success for over 30 years, showcasing world-leading quality and taste. "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," he added.
Su Cox, Chair of Scottish Quality Salmon, which sets the quality - standards was updated in April last year - and promotes Label Rouge Scottish salmon, agreed with him. "Label Rouge remains our flagship designation in France, exemplifying the premium quality and traceability that define our sector," she said.
"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," Cox continued.
Indeed, France remains the largest market for Scottish salmon, accounting for more than half of all exports, with sales of GBP 462 million in 2024. Approximately one-third of those Scottish salmon exports to France carry the prestigious Label Rouge brand, and there are plans to increase its global share to 15% by 2026.
The Scottish Cabinet Secretary for Rural Affairs, Land Reform and Islands, Mairi Gougeon, confirmed that these plans, as this campaign demonstrates, have the support of the Scottish Government. "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," she stated.
