A new £100,000 marketing campaign backed by the Scottish Government aims to increase sales of Label Rouge Scottish salmon in France and across key European markets.
Jointly funded by Salmon Scotland and the government, the initiative will see each contribute £50,000.
“Label Rouge salmon is an outstanding example of premium quality Scottish produce,” said Mairi Gougeon, Cabinet Secretary for Rural Affairs, Land Reform and Islands.
“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.”
The move comes amid continued uncertainty over US trade policy. Although Trump recently paused planned tariffs until August, the threat remains a concern for Scottish salmon producers.
France is the largest market for Scottish salmon, accounting for over half of all exports and generating £462 million in sales in 2024. Around a third of these exports are certified with the Label Rouge mark, a prestigious quality designation awarded more than 30 years ago. Industry leaders aim to grow global Label Rouge sales to 15% by 2026.
The recent UK-EU trade deal offers opportunities to expand exports within Europe. However, with American tariffs redirecting global salmon supplies into the EU, Scotland’s exporters face increased competition in their strongest overseas market.
Tavish Scott, chief executive of Salmon Scotland, welcomed the funding. “Label Rouge Scottish salmon has been at the heart of our sector’s success for over 30 years, showcasing world-leading quality and taste,” he said.
“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.”
