© Salmon Scotland
Jointly funded by the Scottish Government and Salmon Scotland, each contributing £50,000, the initiative aims to strengthen the international profile of one of the country’s most valuable food exports. The campaign comes amid ongoing uncertainty surrounding the US trade policy, with salmon producers remaining cautious following a further delay in tariff decisions announced by former President Trump – now extended until August.
While the United States remains a significant market, the move underscores the importance of reinforcing Scotland’s position in stable and growing European markets. France remains the biggest market for Scottish salmon, accounting for more than half of all exports, with sales of £462 million in 2024. About one-third of Scottish salmon exports to France carry the prestigious Label Rouge mark, awarded over 30 years ago for superior quality, with plans to grow its global share to 15 percent by 2026.
The recent UK-EU trade deal opens doors for higher salmon exports to Europe, but US tariffs are pushing rival producers to focus more on European markets, risking the UK’s leading food export losing ground in its biggest overseas market.
The Scottish Government’s grant funding follows discussions in April between Salmon Scotland’s chief executive, Tavish Scott, and First Minister John Swinney on the impact of tariffs.
“The Scottish Government will continue to work closely with the industry so that even more consumers, at home and abroad, can enjoy our world class Scottish salmon in the years ahead,” said Mairi Gougeon, cabinet secretary for rural affairs, land reform and islands, in a press release.
Salmon Scotland is also calling for renewed talks to remove the 10 percent tariff on its US exports.
“Label Rouge Scottish salmon has been at the heart of our sector’s success for over 30 years, showcasing world-leading quality and taste. 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,‘‘ added Tavish Scott, chief executive of Salmon Scotland.
