Cameron Sutherland intends to grow the Label Rouge Scottish Salmon brand in France. Photo: Scottish Quality Salmon / SSPO.
Cameron Sutherland intends to grow the Label Rouge Scottish Salmon brand in France. Photo: Scottish Quality Salmon / SSPO.

Food expert hired to drive salmon sales in France

Scottish Quality Salmon, which sets the quality and promotes Label Rouge Scottish Salmon, has created the new role of business development director to grow the Label Rouge Scottish Salmon brand and enhance the market for its exports. 


Cameron Sutherland, who has extensive experience in promoting premium Scottish food and drink products in France, has been appointed to the job.

Sutherland spent four years as head of food and drink France for Scottish Development International until 2019. He then set up a specialist import and distribution company in France working with Scottish food and drink companies.

Vive la difference

Label Rouge Scottish salmon is produced and exported by SSC, Mowi Scotland, Scottish Sea Farms, Loch Duart, and Cooke Aquaculture.

To obtain Label Rouge recognition, a stringent set of standards prepared by a group of producers must be approved.

Differentiating elements of Label Rouge Scottish salmon’s quality include:

  • The flesh contains a maximum of 16% lipid (fat)
  • An identification system is implemented to ensure traceability of the salmon throughout the production process up to point of sale
  • Freshness guaranteed by an ‘eat by date’ of 10 days after harvesting
  • Maximum stocking density in seawater pens is 1.5% fish and 98.5% water
  • Guaranteed Scottish origin

In addition, each box carries a sequentially numbered label, also supplied by the certifying body.

Top market

Scottish Quality Salmon, owned by the Scottish Salmon Producers’ Organisation (SSPO), said the appointment comes at a time when reputation, provenance and quality have never been more important for consumers in export markets.

Sutherland will work to consolidate and develop the sales of Label Rouge Scottish Salmon throughout France, the top export market for all Scottish salmon.

He said: “I’m absolutely delighted to take on this role having seen the tremendous success of Label Rouge Scottish Salmon in France over the past few years in my previous role. 

‘Excellent story’

“The Scottish salmon farming sector has an excellent story to tell about its quality standards: being the first non-French food to receive the Label Rouge award 28 years ago bears testimony to that.

“I’m looking forward to developing new marketing and business strategies to build on that success and promote the unrivalled provenance and quality that underpins it.”

Su Cox, communications and business development director of the Scottish Salmon Company (SSC) and chair of Scottish Quality Salmon said: “Cameron’s knowledge of the French market and his understanding of the premium food sector will make a valuable contribution to Label Rouge Scottish Salmon. 

“We export an iconic Scottish product which is highly prized by consumers and chefs. I look forward to working with Cameron to drive quality in the product and develop new market opportunities further.”