Scottish Government backs £100,000 campaign to grow Label Rouge salmon exports.
A new £100,000 marketing campaign, jointly funded by the Scottish Government and Salmon Scotland, will aim to increase exports of premium Label Rouge Scottish salmon to France and other European markets.
Each party is contributing £50,000 to the initiative, announced as concerns persist over US trade policy. The latest delay in tariff decisions by the US administration, now pushed to August, has prompted renewed focus on European markets amid growing competition from other exporters.
France remains the largest overseas market for Scottish salmon, accounting for over half of all exports and generating £462 million in 2024. Roughly one-third of salmon sold to France carries the Label Rouge designation, first awarded over 30 years ago. The sector aims to increase global Label Rouge market share to 15 percent by 2026.
The campaign follows discussions between Salmon Scotland chief executive Tavish Scott and First Minister John Swinney in April, focused on the impact of tariffs and the need to maintain export competitiveness.
Cabinet Secretary for Rural Affairs, Mairi Gougeon, said the funding would help reinforce the sector’s international position, particularly during a period of US market uncertainty.
Scottish salmon exports reached a record £844 million in 2024, driven by continued demand in France, the US, and Asia. The sector remains the UK’s top food export.