Scottish Bakers aims to transform sector with consumer-facing brand

Scottish Bakers is embarking on a bold move to showcase Scotland’s baking industry with the launch of a consumer brand.

The trade association said the move is “championing the Scottish nation’s baking industry” as well as “transform” the sector.

The development is also part of its comprehensive five-year strategy, unveiled at the annual conference in May, to “future-proof the sector, strengthen consumer trust, and support growth” in the Scottish market.

Scottish Bakers added it is committed to growing brand awareness by developing Scottish Bakers as a brand mark that will become synonymous with quality, integrity, sustainability and baking excellence.

“This initiative is more than just a brand — 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,” the association wrote.

Central to this strategy is a targeted marketing and social media campaign, with content created to resonate with today’s discerning consumer. The campaign will celebrate the unique stories of Scottish Bakers members, highlighting their dedication and craftsmanship across three distinct segments:

• Local heroes: celebrating the artisans and bakery café owners who keep traditional baking alive.
• Icons: showcasing the innovation and scale of larger plant bakeries that are pillars of the industry.
• Pioneers: honouring the masterful creators of iconic Scotch pies and savoury delights.

In talking about the initiative, Lesley Cameron, chief executive of Scottish Bakers, emphasised that the members are the “heartbeat” of Scotland’s baking industry, whose stories should be 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,” Cameron continued.

“Many of our members have remarkable stories, often untold, and it’s our 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.”

The new strategy is part of Scottish Bakers’ broader mission to empower its members by fostering a culture of innovation, sustainability, and professional development, paving the way for a transformative future for the Scottish bakery sector. The unveiling of the Scottish Bakers rebrand at the May conference marked the beginning of this exciting journey, with the brand mark set to become a trusted seal of quality, integrity, sustainability and baking excellence for consumers.

Discover more about how Scottish Bakers is shaping the future of Scotland’s bakery industry and the new consumer brand by visiting scottishbakers.org/consumers

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