The marketing initiative will be jointly funded by the trade body Salmon Scotland and the government, with each contributing £50,000.
Today’s announcement reflects the continuing uncertainty of US administration tariff policy. The latest changes announced by President Trump including a further pause until August remain an ongoing concern for Scotland’s salmon farmers.
France remains the biggest market for Scottish salmon, accounting for more than half of all exports, with sales of £462 million in 2024.
About a 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 per cent 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.
Salmon Scotland is also calling for renewed talks to remove the 10 per cent tariff on its US exports.
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.
Mairi Gougeon, Cabinet Secretary for Rural Affairs, Land Reform and Islands, said:
“Label Rouge salmon is an outstanding example of premium quality Scottish produce and I am delighted that we have been able to support its continued export success via our Marine Fund Scotland.
“We are determined to do everything we can to ensure our excellent Scottish exports not only maintain, but build on their competitive position in Europe and beyond, particularly at this time of uncertainty in the US market.
“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.”
Su Cox, chair of Scottish Quality Salmon, which sets the quality and promotes Label Rouge Scottish salmon, said:
“We greatly appreciate the ongoing support that has helped reinforce the internationally recognised provenance of Scottish salmon.
“Label Rouge remains our flagship designation in France, exemplifying the premium quality and traceability that define our sector.
“As global demand for trusted, high-quality seafood continues to grow, we are committed to leveraging this success to expand into new international markets and strengthen Scotland’s position as a world leader in responsible aquaculture.”
A new £100,000 campaign backed by the Scottish Government will help boost sales of Label Rouge Scottish salmon in France and other key European markets.
Tavish Scott, chief executive of Salmon Scotland, said:
“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.
“Building on the strength of the Label Rouge mark in France and other EU countries will be vital in supporting exporters and growing our presence overseas.
“This campaign highlights the strong partnership between our farmers and government to boost exports responsibly and sustainably, helping sustain thousands of jobs and thriving coastal communities.”
