DEFRA’s ‘Great’ campaign once again became a talking point at last week’s Scottish Affairs Committee with James Withers, CEO of Scotland Food and Drink labelling it as a “missed opportunity” - one which he argued has failed to promote the unique agricultural profiles of the UK’s devolved nations.

Chair of the committee, MP Pete Wishart, opened discussions by asking whether the ‘Great’ campaign had been a success and highlighted the rising interest in the promotion of Scottish products and the work of campaigns such as ‘Keep Scotland the Brand’.

As part of the panel, policy manager for NFU Scotland Jonnie Hall responded: “Whether it has a saltire on it, a union flag or a red tractor and whether it is lamb or soft fruits; if it increases demand for those products it increases opportunities for Scottish farmers,” he explained. “We’re not wedded to the fact that everything that comes out of Scotland must be and only badged with a saltire,” he continued. “If it increases overall demand for agricultural products domestically and beyond these shores then it is a good thing.”

James Withers on the contrary, critiqued the ‘Great’ campaign, questioning its value in promoting food and drink.

“At best I think the ‘Great’ campaign is a missed opportunity, at worst it runs roughshod over the efforts of devolved administrations and I would include wales in that and the potential of Northern Ireland, but particularly Scotland, in developing a national identity for themselves,” he explained. “The ‘Great’ campaign has an opportunity to celebrate food from these islands but unfortunately it was developed in isolation of any meaningful engagement with either the industry and certainly the devolved administrations. I do not see it as an asset for the food and drink industry.”

Committee member, David Duguid MP asked Mr Withers whether he believed the British brand carried value.

“Scotland doesn’t have much to sell,” he replied. “We are a small niche producer going for targeted markets. The British brand carries far more weight in mainland china than the Scottish brand ever will, but for the markets we have been going for; the top end food services in some of the Chinese cities and places in Japan, that Scottish brand is what is making the difference,” he explained.

“Some companies sell under the British flag and that is fantastic, but the opportunity is for Scotland to do what other small countries have done and I would take New Zealand as a classic example of building that identity,” he continued. “The British proposition has value, but it has to be done in a way that emphasises the strength that sits within the UK instead of riding over the efforts which have been going on for a long time,” he concluded.

Campaigner for ‘Keep Scotland the Brand’ Ruth Watson gave evidence in early July this Summer on the impact of what she referred to as a having a “British stamp on Scottish produce”.

“Local provenance is good for global sales and Defra’s 'Great' campaign puts a broad stroke across that,” she insisted. “Having a great British stamp on Shetland lamb will not help it sell in Italy for example.”