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Scottish Salmon A Success In Middle East

Salmonids Marketing +2 more

SCOTLAND - Scotlands premium fresh salmon product has received a major promotional boost in a new, emerging market. Label Rouge Scottish Salmon recently took centre stage at the Bastille Day celebrations in one of the richest cities in the world, Dubai.

At an event held at the five-star Al Bustan Rotana in Dubai and organised by Christophe Prud'homme, the Middle Easts Chef of the Year in 2010 and a Master Chef of France, Label Rouge Scottish Salmon was served to some 2,000 guests including government officials, officials from various Consulates, leaders of the French Business Council and members of the French community in the United Arab Emirates.

Christophe Prud'homme, the Middle Easts Chef of the Year in 2010, a Master Chef of France and Executive Chef at the five-star Al Bustan Rotana Dubai, said: Label Rouge Scottish Salmon is the favoured salmon product in my homeland of France because it has a wonderful rich, distinctive flavour and it is packed full of healthy Omega 3s."

As it is important that we use only the finest ingredients in our menus in Dubai and here at our award-winning restaurants at Al Bustan Rotana, the obvious choice for us is Label Rouge Scottish Salmon because it is top of the range, superior quality.

The Middle East is a new, emerging market for Label Rouge Scottish Salmon. Earlier this year producers attended Gulfood, the regions largest food and drink exhibition, for the first time.

Exports of Label Rouge Scottish salmon reached record levels for the second successive year in 2010.

Increasing by seven per cent, sales improved from 7,251 tonnes in 2009 to 7,743 tonnes. This followed a 19 per cent increase the previous year.

Label Rouge accounts for approximately five per cent of all Scottish salmon production.

Scott Landsburgh, Chief Executive of promotional body Scottish Quality Salmon, said: "We are delighted to have worked with such a prestigious chef and one of the largest and fastest-growing hotel groups in one of the worlds richest cities."

France remains the established market for Label Rouge products. However there is increasing interest from emerging markets in the Middle East following our visit to Gulfood earlier this year."

The Label Rouge accolade is awarded by the French government to products of superior quality and taste and we hope that this will appeal to the many discerning consumers in the region, he added.

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 over ten years it was the only non-French food to meet the rigorous standards for the top quality award. Over 22 million Label Rouge Scottish Salmon have been exported since 1992.