Is Scottish Bakers’ new consumer-facing mark the key to preserving a proud tradition?
Since founding in 1891, Scottish Bakers has served as the guardian of this valued trade, advocating for the hardworking bakers across the country. Scotland’s love for pies, pastries and bread seemed unshakeable and bakeries thrived, their ovens always warm. But as time moved on, so did tastes. The once unchallenged staples began to face competition from a growing array of global cuisines and fast-food options.
This led to a pivotal moment earlier this year when Scottish Bakers unveiled a groundbreaking five-year strategy – during its annual conference in May – to secure the future of Scotland's baking industry.
The centerpiece of this strategy is the launch of a new consumer-facing mark – a move designed to bridge the gap between the traditional and the modern, ensuring the baking industry remains robust and relevant in an ever-changing market.
The initiative also aims to elevate Scottish Bakers from a trade association to a household name, synonymous with bakery excellence.
One voice
But its more than just a new logo or marketing campaign. It’s a promise to consumers that when they choose a product associated with Scottish Bakers, they are guaranteed quality, integrity and a slice of Scotland’s rich baking history.
“The brand mark will be underpinned by quality assurance that today’s consumers seek when purchasing products,” Lesley Cameron, CEO of Scottish Bakers, told Bakery&Snacks.
“It’s an independent brand mark that sets out the criteria that will support our members.”
Underpinning the brand will be a dynamic marketing and social media campaign crafted to resonate with today’s consumers. Cameron believes the association’s members have remarkable stories, often untold.
“It’s our mission to bring these to the forefront,” she said.
“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.”
“By raising awareness and showcasing the talent within our community, we also believe we can support driving footfall and sales for our members.”
Storytelling
These narratives will be categorized into three distinct segments:
‘Local Heroes’ celebrates the artisans and bakery café owners who keep traditional baking alive in Scotland’s towns and villages. These are the bakers who rise before dawn, ensuring the morning’s bread is fresh and their communities are well fed. Their connection to their localities is personal and profound, making them the lifeblood of Scotland’s baking culture.
‘Icons’ shines a spotlight on the larger plant bakeries that are the pillars of the industry. These bakery manufacturers combine innovation with scale, producing products that reach every corner of Scotland. They represent the modern face of baking: efficient, consistent and deeply rooted in tradition.
Lastly, ‘Pioneers’ honors those who have mastered the creation of iconic Scotch pies and other Scottish delights. These bakers are the keepers of ancient recipes, passed down through generations, who continue to innovate while maintaining the authenticity of their craft.
“The craftmanship of where the products are produced, the history of the families that produce them and the evolving recipes will be emphasized in the new marketing campaign,” Cameron told this site.
A proud heritage
The inaugural meeting of the Scottish Association of Master Bakers took place in the Royal British Hotel in Edinburgh on October 22, 1891. That first meeting saw 64 bakers come together to draw up a plan to represent, provide advice and support for all aspects of Scotland’s baking industry. JW Mackie was appointed founding president – a responsibility and chain of office that has subsequently been passed on to 126 presidents. The original minute book from those earliest day is housed at Bakers House, the assocaition’s headquarters in Dunfermline, Fife.
However, it’s not just about promoting individual businesses, but part of the broader mission to empower the entire Scottish bakery sector. By fostering a culture of innovation, sustainability and professional development, the association is laying the groundwork for a transformative future, with the Scottish Bakers brand mark set to become a trusted seal of quality and integrity.
As the new brand begins to take hold, consumers across Scotland will come to recognize the Scottish Bakers mark as a symbol of trust. Whether purchasing a fresh loaf or savoring a Scotch pie, they will know the products are made with passion, skill and a respect for tradition that spans more than a century.
“Our brand label will address the questions that consumers have about where their food comes from, how it is made and whether it’s sustainable,” Cameron told us.
By connecting with consumers on a deeper level and promoting the values of quality and sustainability, Scottish Bakers is positioning itself as a leader not just in Scotland, but in the global baking industry. With the launch of this new brand, Scottish Bakers is not just preserving the past but boldly stepping into the future, ensuring that the legacy of Scotland’s bakers continues to flourish for generations to come.
Established in 1891, Scottish Bakers has a long history of representing bakers, from small artisan bakeries to large plant operations. It is committed to fostering a culture of innovation, sustainability and professional development, providing the training, advocacy and support to ensure the continued success and growth of the industry.
