Shoppers urged to get snap happy for Scotland

Speaking at the launch, NFU Scotland president Nigel Miller said the aim was to counteract ongoing concerns about high-profile Scottish branding being used inappropriately on shelves, counters and cabinets? which are actually stocked with produce from elsewhere.

He said: "The Scottish label is recognised and valued by shoppers, and that is worth millions to the Scottish food and farming industry each year."

The campaign is encouraging shoppers to record suspected cases of misrepresentation by taking photos with their mobile phones - thus creating the name: "Spot it, Snap it, Send it".

All of the major retailers have been notified about the campaign and Miller said a number had welcomed it.

Government-funded group Consumer Focus Scotland is working with the union on the campaign. Jill MacGregor, its consumer engagement officer, said that they had 480 volunteers from all over Scotland who would be involved.

When this army of volunteers and members of the public send in examples of mis-representation, Miller said they would be contacting the retailer in question and asking that the labelling is corrected. Failure to do so would result in it being reported directly to Trading Standards Officers for investigation.

l Photographs of good or bad uses of Scottish branding should be sent to 07920 018 621, or [email protected], along with the store's name and location.