Scotland Launches National Campaign to Celebrate Locally Grown Berries
In a bid to boost the consumption of locally produced fruit and support the agricultural sector, Scotland Food & Drink has unveiled a new initiative celebrating the nation’s homegrown berries.
Officially launched on June 20 by Jim Fairlie, Minister for Agriculture and Connectivity, at the Royal Highland Show, the “Berries of Scotland” campaign is a four-month effort to raise public awareness of Scotland’s berry industry. Backed by the Scottish Government, the initiative seeks to encourage consumers, chefs, and retailers to choose Scottish-grown berries and learn more about the people and farms behind them.
Valued at £188 million, Scotland’s berry sector includes farms of various sizes, stretching from the Highlands to the east coast. Strawberries, in particular, occupy a significant share, with over 1,000 hectares of farmland dedicated to the crop in 2024, according to the Scottish Government’s farm census.
Beyond highlighting the quality of Scottish berries, the campaign will offer recipes, stories from local growers, and a curated map showcasing “pick your own” opportunities at farms across the country. Organizers hope these efforts will reconnect the public with the agricultural roots of their food.
“Scotland’s berries are among the best in the world, and it’s only fitting that we celebrate not just the fruit but the people who grow them,” said Iain Baxter, Chief Executive of Scotland Food & Drink. “The Berries of Scotland campaign is about rebuilding the bond between consumers and local producers.”
Baxter also pointed to insights from The Knowledge Bank, which show that 42% of Scots would like better access to locally grown strawberries and soft fruits. “The appetite for Scottish produce is clearly there. In these challenging times for our farmers, it’s more important than ever to support them by choosing local whenever possible.”
Minister Fairlie echoed that sentiment, emphasizing the government’s commitment to promoting the initiative: “Working closely with our growers, we’ll make sure this message reaches as many people as possible. I hope this marks the start of a lasting tradition — a national celebration we look forward to and take pride in each year.”
With a combination of heritage, innovation, and community engagement — supported by decades of research from institutions like The James Hutton Institute — Scotland’s berry industry is being positioned as a source of national pride and economic resilience, both at home and abroad.
