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Major supermarkets are increasing Scottish sourcing, introducing new product lines and expanding promotion of Scottish produce following continued engagement through NFU Scotland’s ShelfWatch campaign.
Recent audits show progress across a number of key food categories. More than 80% of fresh milk sold in Scottish stores is labelled Scottish, while egg sourcing is approaching 75%. Aldi continues to lead, now sourcing 100% Scottish potatoes, eggs, milk and cream, while Tesco has increased its Scottish potato sourcing by 15%. Lidl leads on Scottish chicken, with more than 91% sourced from Scotland. When looking at British as well as Scottish labelling, domestic sourcing remains strong, with all retailers continuing to source 100% British fresh chicken. The picture is similarly positive across other key commodities, particularly soft fruit, eggs, pork and red meat, with M&S recently overtaking Co-op to lead at 98%.
Retailers are also expanding opportunities for Scottish suppliers. Asda has introduced more than 200 new Scottish product lines alongside increased promotion of Scottish produce, while Morrisons is trialling Scottish-first merchandising. Tesco has introduced a Scottish labelled pork, while Aldi has committed to a three-year extension with Browns Group to continue supporting Scotch Prime Pork.
Shelf space is only part of the equation. By monitoring shelf prices too, NFU Scotland is highlighting the importance of fair pricing, particularly where Government proposals for food price caps or excessive discounting risk putting pressure back through the supply chain.
NFU Scotland President Andrew Connon said:
“ShelfWatch is proving that constructive engagement works. Retailers know we are measuring performance, publishing results and recognising progress. That is changing conversations and, importantly, changing what is appearing on supermarket shelves.
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“Over the past month we have met with six of the UK’s eight largest retailers, and ShelfWatch has been part of every conversation. One retailer told us: ‘We’re sixth in your league table, and we need to climb that table.’ That shows retailers are listening and recognise that shoppers increasingly value Scottish produce.
“The direction of travel is positive, but there is more to do. Scottish farmers produce world-class food and we know provenance matters to many shoppers. We want consumers who choose to buy Scottish to be able to identify those products easily, with clear labelling and good visibility in stores. We will also continue to make the case for a fair and sustainable supply chain that enables Scotland’s farmers and crofters to invest, remain competitive and continue producing high-quality food for the future.”
With 71% of Scottish shoppers more likely to purchase products displaying the Saltire, ShelfWatch will continue to work constructively with retailers to make it easier for consumers to identify and choose Scottish produce.
NOTES TO EDITOR
- A photograph of Andrew Connon and a ShelfWatch logo is attached.
- More information on ShelfWatch can be found here.
- ShelfWatch is NFU Scotland’s flagship initiative tracking the sourcing, visibility and labelling of Scottish, British and imported produce across eight major UK retailers. NFU Scotland independently audited more than 95,000 own-label SKUs across four audit periods, covering key categories including meat, dairy and fresh produce. The findings inform NFU Scotland’s engagement with retailers, with five key asks: Scottish-first sourcing where supply is available; greater prominence for Scottish produce; fair pricing; clear country-of-origin labelling; and an end to the co-mingling of Scottish and imported products.
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Contact Megan Williams on 07920 018619