New consumer data reveals strong domestic appetite for Scottish produce as month-long campaign champions local stories and economic contribution.
Scottish Food & Drink September, the annual month-long celebration of the nation’s culinary and beverage industries, commenced today, 1st September 2026, marking its 17th year of promoting the sector. To inaugurate this year’s campaign, Scotland Food & Drink unveiled exclusive consumer insights highlighting a robust demand for Scottish provenance among shoppers across the UK.
The campaign, now in its third year as a month-long event, having evolved from the traditional Scottish Food & Drink Fortnight in 2024, aims to showcase the breadth and quality of Scottish produce, boost sales across retail and foodservice, and champion the producers pivotal to the industry. Under the theme “Every Bite Tells a Story”, the 2026 initiative focuses on the narratives behind Scotland’s renowned food and drink, as well as the individuals who bring them to life.
Strong Consumer Preference for Local Produce
Data from The Knowledge Bank, Scotland Food & Drink’s insight hub, indicates significant support for domestic producers. The research found that more than eight in ten Scots (84%) express a desire to purchase more Scottish food and drink products. This preference extends beyond Scotland’s borders, with half of all UK shoppers (52%), English shoppers (51%), and Northern Irish customers (50%) favouring Scottish offerings.
This trend aligns with a broader consumer shift towards authenticity and transparency in the food sector. Recent industry reports highlight that nearly two-thirds of British consumers (64%) consider food origin important, with 60% viewing provenance and transparency as essential when making purchasing decisions. Consumers are increasingly seeking local, small-batch, and single-origin products, driven by environmental consciousness, health concerns, and a desire for clear supply chains.
Sector Resilience and Economic Impact
Scotland’s food and drink industry stands as a significant economic powerhouse. Recent Scottish Government figures, reflecting 2023 data, reveal the sector’s turnover has reached a record £19 billion, making it Scotland’s third-largest industry by value. It contributes a record £7 billion in Gross Value Added (GVA) to the Scottish economy and employs approximately 115,000 people across agriculture, aquaculture, fishing, and manufacturing, making it Scotland’s largest manufacturing sector by employment.
The sector also boasts robust export performance, with total exports standing at £7.5 billion. Notably, food exports have experienced a substantial 200% growth over the past decade, underscoring the global appeal of Scottish produce.
Heather Hills Farm: A Testament to Provenance
To launch this year’s campaign, Iain Baxter, CEO of Scotland Food & Drink, visited Heather Hills Farm in Perthshire, a family-run business emblematic of the sector’s commitment to quality and heritage. Established in 1945 by Athole Kirkwood, the farm has been producing 100% pure Scottish honey, now managed by Mark and Bernard Noonan.
The farm operates 1300 hives across the heather-rich landscapes of Perthshire and Deeside, utilising traditional collection and extraction methods to preserve the honey’s natural integrity. Heather Hills Farm’s award-winning honeys are hand-bottled in distinctive, skep-shaped glass jars, reflecting a deep respect for beekeeping traditions.
Mark Noonan, Managing Director of Heather Hills Farm, articulated the unique quality of their product: “We like to think of our heather honey as the champagne of honeys. Like wine production, honey’s quality and flavour profile is directly related to the land and flora from which it is sourced.” He added, “We’re blessed to be in this beautiful area of Scotland where heather abounds naturally. Our landscape gives us a natural advantage to make the premium and delicious product range for our customers.” Research has even shown Scottish Heather Honey to be as effective as Manuka Honey in combating bacteria.
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Industry Leadership and Vision
Iain Baxter praised Heather Hills Farm as an embodiment of the campaign’s spirit. “Mark and the team at Heather Hills embody everything that Scottish Food & Drink September is about. Deeply rooted in the Scottish landscape that surrounds them and the environment that gives Scotland a competitive edge in producing high-quality food and drink products,” said Mr Baxter. He emphasised the commercial benefit of this connection, stating, “Heather Hills has an amazing story to tell, and the evidence shows that brands that champion their Scottish provenance are being sought after by consumers. So, communicating those stories effectively, particularly during this celebratory month, is a win-win for producers and buyers alike.”
Cabinet Secretary for Economy, Stephen Flynn, reiterated the government’s support: “Scottish Food & Drink September celebrates the people and passion behind our world-class food and drink. This month is about championing our natural larder, backing local producers and sharing the stories that shape the sector.” Mr Flynn concluded, “I’m proud of Scotland’s food and drink industry which is creating jobs, boosting local economies, and putting Scottish produce on plates at home and around the world.”
The campaign is a key initiative within Scotland Food & Drink’s 10-year national strategy, ‘Sustaining Scotland, Supplying the World’, launched in June 2023. This strategy aims to position Scotland as a global leader in sustainable production and responsible growth, fostering a resilient industry capable of thriving domestically and internationally.
