Scotland Food & Drink has launched Berries of Scotland, a four-month campaign supported by the Scottish Government to promote locally grown berries and reconnect consumers with the country’s soft fruit sector.
Officially unveiled on 20 June by Minister for Agriculture and Connectivity Jim Fairlie at The Royal Highland Show, the initiative aims to raise awareness among shoppers, chefs, retailers and the wider public about the quality, heritage and economic value of Scottish berries.
Valorizzazione dei produttori locali
The campaign showcases the work of growers like Castleton Farm and includes recipes, stories from producers and a curated map of local farms where consumers can “pick their own” fruit.
These elements are designed to encourage more people to buy local and understand where their food comes from.
Un settore da £188 milioni
Scotland’s soft fruit industry is valued at £188 million (circa €221 milioni) and spans farms of various sizes, from the Highlands to the east coast.
According to the latest farm census, 1,000 hectares were dedicated to strawberry production alone in 2024.
The country is also a longstanding centre of berry research and innovation, led by institutions such as The James Hutton Institute.
Domanda crescente e supporto governativo
Iain Baxter, chief executive of Scotland Food & Drink, underlined the global quality of Scottish berries and the importance of supporting local producers in a challenging market.
Insights from The Knowledge Bank reveal that 42% of Scots would like to buy Scottish strawberries and soft fruits more frequently, demonstrating strong consumer demand.
Minister Fairlie expressed the Government’s full support and called for the campaign to become an annual event, helping to boost visibility and sales of Scottish berries both at home and abroad.
He emphasized the need for collaboration among growers, institutions and consumers to ensure the sector’s future success.
Text and image source: fruitnet.com
