Salmon sales surge despite the critics, says Tavish Scott
Salmon Scotland Chief Executive Tavish Scott explains how rising demand defies noisy campaigns and underscores public confidence in aquaculture.
Salmon farming often finds itself unfairly in the firing line – targeted by activists, scrutinised by the media and debated by policymakers. However, the reality on dinner tables across the UK paints a different picture.
In the year to 5 October, Seafish reported that salmon remains the UK’s most popular seafood, with sales surpassing £1.4bn – a 5.7% rise on the previous year.
This is a clear indication that consumer confidence in salmon is as strong as ever, despite relentless campaigns aimed at discrediting hardworking farmers.
At times, the coordinated activist criticism of salmon farming can seem overwhelming. Newspapers publish yet another negative story, flooding their websites with content that does little to encourage the purchase of any food, let alone salmon.
And yet, these Seafish figures tell their own story: salmon remains the nation’s most popular seafood, with sales continuing to rise.
While activists may dominate headlines, it’s the public’s trust and choices that truly drive demand.
When I was in politics, there was a constant threat of the “echo chamber.” Political language often became so insular that only those inside the bubble – politicians, media, consultants – understood it, while the public tuned out, uninterested and disengaged.
The same dynamic plays out in activism. These groups thrive by amplifying messages, whether in Edinburgh, Washington DC, or even Lochgilphead.
I mention Lochgilphead, the council headquarters in Argyll and Bute, because locally elected politicians aren’t immune to the same issue. The more noise they make, the more attention they get, and the more they grow.
It’s a vicious cycle: activists feed off each other in echo chambers, creating a feedback loop that distorts reality. And just like in politics, when the noise grows too loud, people start to tune out.
In today’s media landscape, many no longer rely on traditional sources. They turn to podcasts or niche publications that reinforce their own views, excluding dissent. This isn’t just true in politics; it applies to food and farming too.
Why? The real danger lies in a broader trend where people gravitate toward “news” that reinforces their preconceptions, leaving little room for alternative viewpoints.
Beyond the bubble
So, to the world of salmon: On the one hand, rising sales figures are unalloyed good news – and rightly so. People buying food inherently trust that their chosen outlets are ensuring the products they purchase are safe to eat.
We select our supermarkets or food retailers based on a variety of personal factors, from price to convenience and quality.
But underpinning all of this is the assumption that these retailers are doing the heavy lifting behind the scenes – ensuring food meets stringent standards of quality, safety and reliability. Their business model relies on it.
This trust is not given lightly, but once earned, it forms a crucial part of the relationship between retailer and customer.
When it comes to salmon, the rising sales figures speak to this confidence.
The fact that these sales are continuing to rise, even in the face of concerted activist opposition, suggests one thing: the campaigns are not having the impact that some would like us to believe.
If the noise of these campaigns were really swaying public opinion, sales wouldn’t be climbing. But they are. So, why do these activists keep pushing their message?
The answer, as always, comes down to politics. Activism has become an industry in itself.
Campaigners earn a living by fighting against something, whether it’s food products, public health concerns, or environmental issues. The more they campaign, the more they reinforce their own importance, and the cycle continues.
Take a look at public health campaigns, for example. These too have become industries. First, it was smoking.
Campaigners pushed for smoking bans indoors, and once that battle was won, they turned their sights on outdoor smoking.
But the industry needs to keep moving. There must always be a next campaign to justify the existence of these groups. So, they move on to alcohol promotions, food additives, or even banning certain types of advertising.
Remember when the Scottish Government toyed with banning whisky adverts? What clearly got missed in the first memo was the ministers’ constant promotion of Scotch around the world.
Edinburgh Airport is festooned with Johnnie Walker. At some point, the penny dropped, and there was a quiet U-turn on the policy.
Public health campaigners, needing to justify their existence, will continue to push their agendas regardless.
We see the same dynamic with the extreme anti-salmon farming movement.
For some groups, opposition isn’t just about salmon but extends to the consumption of all fish and meat. And they continue their campaigns.
Their tactics are familiar: demand bans, stir up public concern, and raise awareness.
But here’s the thing – the public can make their own choices. They can vote for the policies they believe in, and they can choose what they eat.
They have the right to access information, judge the facts for themselves, and decide what aligns with their values.
At the end of the day, people see through the noise. The relentless campaigns against various sectors – whether it’s public health or food production – often lack balance. People know when they’re being told only one side of the story.
They’re not passive recipients of information. They think critically. That’s why the salmon sector continues to thrive, even as the noise grows louder.
In the face of the noise, the facts remain clear. Salmon is the UK’s most popular seafood, and sales continue to rise.
Activism may fuel opposition, but consumers are making their own decisions. And they’re voting with their wallets.
Tavish Scott is Chief Executive, Salmon Scotland.
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