Initiative looks to encourage shoppers and chefs to buy local
Scotland Food & Drink is launching a new celebration of Scottish-grown berries.
The Berries of Scotland initiative, supported by the Scottish Government, aims to encourage shoppers, chefs, retailers and others to learn about the industry and add more local fruit to their plates.
Launched on 20 June by Minister for Agriculture and Connectivity Jim Fairlie at The Royal Highland Show, the four-month campaign will spread awareness of the heritage and impact of Scotland’s berry sector.
The industry, worth £188mn, comprises fruit farms of all shapes and sizes spread out from the Highlands all the way down the east coast.
As well as showcasing recipes and insights into the life of Scottish growers, Berries of Scotland will also bring together a curated map to show berry lovers where they can ‘pick their own’ at local farms around the country.
According to the Scottish Government’s farm census, 1,000 hectares of farmland was dedicated to growing strawberries alone in 2024, and Scotland has been the home of berry innovation for more than three quarters of a century thanks The James Hutton Institute.
Iain Baxter, chief executive at Scotland Food & Drink, said: “Scotland’s berries are some of the best available anywhere in the world and it’s right that we celebrate and champion both them and the people who grow them.
“The Berries of Scotland campaign is about reconnecting consumers with our berry growers and encouraging consumers and buyers to choose Scottish. Research from The Knowledge Bank, our insights team, found that 42 per cent of Scots would like to be able to buy Scottish strawberries and other soft fruits more often, so the demand is there.
“It’s a tough environment for many of our Scottish farmers, including berry growers, and it’s right that we all work together with the berry sector, as consumers and across our partnership – to support local growers and celebrate Scotland’s world-class berries here at home but also in the UK market and key markets overseas.”
Fairlie added: “In collaboration with the many growers, the Scottish Government will help make sure this message goes out far and wide. I want this celebration of Scottish berries launched today to be the beginning of even greater success for the sector and an annual festival we grow, we anticipate and we enjoy as a nation.”
