In the new 'clean label' revolution, Scotland’s already ahead of the game.
In the quest to reduce the environmental impact of food production, global consumers are demanding greater transparency about the provenance of their food and drink.
According to Scotland Food & Drink, consumers have a genuine interest in where their products originate from, and this is more true in the younger (18-35) and older (70+) age groups. Provenance is a strong credential for selling locally grown or produced food and drink and one that stands for many things, including freshness, fewer food miles, natural environment, expertise in production, quality, and is a motivation for consumers to purchase those products over alternatives.
How much does food production contribute to climate change?
New research shows that more than a third of all man-made greenhouse gas emissions are generated in food production . It also shows that food generates an average of two tonnes of carbon dioxide equivalent emissions per person annually.
Provenance has always been important to many consumers, says Scotland Food & Drink, “but we saw that it became more important during the lockdowns, when more shoppers were shopping locally due to the restrictions and enjoying connecting into the local high street, where they were able to access more locally produced and grown products.”
In today’s challenging, complex and competitive market it is important for producers in Scotland to think not only about provenance but also other motivations that influence consumer purchasing behaviours. These include, sustainability and climate change, health and wellness, diet, and the rise of localism, to name but a few. By weaving these opportunities into their products and brands, and incorporating those messages onto packaging and into their marketing activities, Scottish businesses can tell a compelling story.
Scotland leading the way
The Scotland Food & Drink Partnership works to promote the provenance of Scotland’s growers, farmers and producers with customers here in Scotland, in the wider UK market and in key overseas markets. Via the Partnership’s new ‘The Knowledge Bank’ they commission research to understand what provenance means to consumers and how motivated they are to purchase products that use their origins as part of their promotion. These insights are shared with businesses so they can consider whether this should be part of their own product proposition and marketing.
From smoked salmon, to grass fed beef, the 'Made in Scotland' mark is still a guarantee of quality and provenance.