Scottish Bakers launches consumer-facing brand celebrating industry heroes

Scottish Bakers is introducing a new consumer-facing brand as a mark of quality and integrity for bakery products made by its members.

The trade body said the move, which forms part of the comprehensive five-year strategy unveiled at its annual conference in May, is designed to future-proof the sector, strengthen consumer trust, and support growth of Scotland’s baking industry.

“This initiative is more than just a brand,” declared the association, “it’s a promise to consumers that when they choose a product associated with Scottish Bakers, they are choosing superior quality, sustainable practices, and a slice of Scotland’s baking history.”

Central to this strategy, it noted, is a targeted marketing and social media campaign with content created to resonate with today’s discerning consumer. This includes celebrating the unique stories of Scottish Bakers members, highlighting their dedication and craftsmanship across three distinct segments: local heroes, icons, and pioneers.

Local heroes heralds the work done by artisans and bakery café owners, who keep traditional baking alive. Icons showcases the innovation and scale of larger plant bakeries said to be pillars of the industry. Lastly, pioneers honours the masterful creators of iconic Scotch pies and savoury delights.

“Our members are the heartbeat of Scotland’s baking industry,” said Scottish Bakers chief executive Leslie Cameron, echoing comments she made during an interview with British Baker back in March.

“We want to ensure their stories are heard far and wide. By sharing their passion and dedication through our engaging marketing and social media campaign, we aim to connect with the next generation of consumers, inspiring them to choose and cherish our members baked goods,” she added.

Cameron noted that many of the members had remarkable stories, often untold, and it was the association’s mission to bring these to the forefront. “By raising awareness and showcasing the talent within our community, we believe we can support driving footfall and sales for our members,” she remarked.

Cameron was also featured emphasising the importance of the new brand in an interview-style video published on Scottish Baker’s YouTube channel (see below).