First Minister launches salmon campaign

A CAMPAIGN to promote premium Scottish salmon across Europe has been launched by First Minister Alex Salmond.

Belgium, Switzerland, Germany and the Netherlands will be targeted later this year, and a website will be set up to help seasonal promotions.

Mr Salmond launched the campaign while on an official trip to Paris yesterday. "It is an ideal time to launch a fresh campaign that can reach out to discerning chefs and consumers in France and beyond," he said.

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"The Scottish Government is very pleased to support this latest initiative, which will showcase Scotland's reputation for fine food and drink and secure Label Rouge Scottish Salmon's continued place at the top table of world cuisine."

Scottish salmon was the first non-French food to be designated the highly prized Label Rouge in 1992.

It recently achieved the milestone of 20 million exports after getting the French government accolade.

Salmon sales increased from 6,099 tonnes in 2008 to 7,251 tonnes last year.

The new campaign also aims to increase sales of Scottish seafood in France.

Mr Salmond was joined at the launch by Scott Landsburgh, chief executive of Scottish Quality Salmon and the Scottish Salmon Producers' Organisation, and Michel Blanchet, president of the Master Chefs of France.

Mr Blanchet said: "Scottish food products are highly prized in France, as people become increasingly aware of the quality they can expect from this origin.

"Label Rouge Scottish salmon meets the expectations of the most discerning palate."