Scottish Bakers has launched a new brand mark which it hopes will “become a trusted seal of quality, integrity, sustainability and baking excellence for consumers”.
The move, part of the trade association’s five-year strategy unveiled at its annual conference in May, is designed to futureproof the sector, strengthen consumer trust, and support growth in the Scottish market.
The launch is supported by a targeted marketing and social media campaign, with content created to resonate with modern consumers. The campaign will spotlight the stories of Scottish Bakers members, highlighting their dedication and craftsmanship across three distinct segments:
- Local Heroes – celebrating artisans and bakery café owners;
- Icons – showcasing the innovation and scale of larger plant bakeries;
- Pioneers – honouring the creators of Scotch pies and savouries.
Lesley Cameron, chief executive of Scottish Bakers, emphasised the importance of this new direction: “Our members are the heartbeat of Scotland’s baking industry, and 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.
“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.”
