Swede championed in new campaign involving schools, retailers and growers

A new six-month campaign is aiming to put swedes back at the centre of Scotland’s food culture by reframing the vegetable as a fresh, modern ingredient.

‘Neeps Rising: Scotland’s rooted revolution’ includes a wealth of consumer-facing activity such as live cooking events with Scottish chefs, giveaways of prepped swede to schools across Fife and farm tours in the Scottish borders to give schoolchildren a behind the scenes insight into swede production.

Traditional stories and recipes will be shared on social media to engage younger consumers, while food bloggers and influencers are also being encouraged to share their own swede content online using the hashtag #neepsrising.

“This is more than a vegetable campaign, it’s a collaborative movement,” said Nat Cowx, brand and marketing manager at East of Scotland Growers and ESG Drysdale, which are joint organisers of the campaign.

“Our goal is to reframe swede as a fresh, modern ingredient, moving it beyond its traditional seasonal role and showing consumers just how versatile, nutritious and affordable it can be year-round. By celebrating our rooted traditions while showcasing modern farming, together we can give the neep the recognition it truly deserves.”

Retail involvement will see a new Scottish swede brand label, aiming to build national pride and local trust in homegrown swede (known as ‘neeps’ in Scotland), and a limited edition ‘Monster Mash’ extra large swede launched in time for Halloween carving.

“Swedes are not just a vegetable; they are a symbol of Scotland’s culinary heritage, and this is an initiative we are proud to be a part of,” said Co-op vegetable buyer, Hugh Bromley.

Swede has been a traditional food in Scotland, where it is used in winter dishes such as Clapshot, but it has been overshadowed by more fashionable ingredients.

By positioning the swede as a modern crop, the campaign hopes to increase demand for local vegetables, strengthen regional identity and create lasting consumer connections to Scottish farming.

“Swede has seen steady sales growth in recent years, especially as more people turned to scratch cooking and rediscovered just how versatile it can be,” said ESG Drysdale’s commercial director, John Inglis.

“It’s fantastic value for money, keeps well, and is delicious all year round in the UK - whether roasted as a side, made into air fryer wedges, or even shredded into coleslaw.

“As a business that’s been proudly growing swede for almost 60 years, it’s rewarding to see this humble vegetable getting renewed recognition, including its quirky history as the original Scottish Halloween lantern.’

Neeps Rising is part-funded by Business Gateway Fife and Scotland Food and Drink’s Regional Food Fund. It launches on 31 October and run until the end of March 2026.