The Scottish government has launched a campaign to make country-of-origin labelling clearer on packs of food.
Scotland’s rural affairs secretary Richard Lochhead announced that the government would work with the Food Standards Agency to better understand what really matters to Scottish consumers about food labelling.
Mr Lochhead told the NFU Scotland annual general meeting in St Andrews that Scottish consumers had a strong appetite for home-grown produce.
“In a recent survey, more than 90% of consumers wanted to see Scottish-branded red meat on supermarket shelves. But far too often they simply do not know what they are buying – where it comes from and exactly what it is – and that is not good enough,” Mr Lochhead said.
“I will ensure that improving labelling is a priority for Scotland’s new food body when it is established next year.
More on food labelling in Scotland