NFU Scotland is increasing pressure on ministers to urge the UK government to urgently review food labeling rules as politicians and industry figures prepare to gather in Glasgow.
The request follows the publication of a new policy document warning that current labeling regulations are failing both consumers and producers.
The timing is deliberate, with the paper being published on the eve of NFU Scotland’s 2026 General Assembly and Conference, to be held in Glasgow on 5th and 6th February.
Andrew Connon, head of NFU Scotland, said shoppers wanted clarity about the food they were buying, but the existing system was not serving them well.
“Scottish consumers are extremely concerned about where their food comes from, but they are being let down by vague and misleading labels,” he said.
The union says the issue will be negotiated directly with government representatives and Kirsty McNeil MP, the UK government’s minister for Scotland, will address members at the event.
NFU Scotland says the world-class produce produced on British farms is too often at a disadvantage in the marketplace. Connon said food “too often gets mixed up or spoiled with imported products that don’t meet our standards.”
The policy paper ‘Fair Labels, Fair Markets’ highlights the clear gap between public expectations and reality, showing that while more than 80% of consumers say the origin of their food is important to them, less than half feel they can easily find that information when shopping.
Connon said the paper offers a realistic path forward. “We call on governments and relevant institutions to uphold honest labeling, support domestic production and give the public the transparency they deserve,” he said.
NFU Scotland is calling for stricter rules on processed meat to ensure origin is not lost through processing, and for clearer country of origin labeling wherever food is sold, including in the out-of-home sector.
It also calls for country of origin information to be prominently displayed on packaging rather than hidden in small print, and for an end to ambiguous terms such as “mixed origin” that confuse consumers.
The paper raises further concerns about the misuse of the Scottish brand and flag on imported goods, as well as marketing that relies on images of fictitious farms.
Other proposals include legal protection for traditional meat product names, stronger enforcement of labeling rules, and greater transparency about how rules are applied.
NFUS chief executive John Davidson, who led the development of the paper, said the issue affected everyday choices across the food system. “These are not abstract principles; they impact everyday decisions in stores, restaurants and supply chains,” he said.
He described the current framework as “messy and inconsistent” and said the union was seeking “a reset that protects integrity and builds trust”.
Mr Davidson said NFU Scotland was keen to work with government and industry to deliver reforms that supported food security, sustainability and local content.
“We don’t want more red tape. We want better rules that are applied fairly and transparently,” he said, adding that the union expected the UK government to “show leadership on issues that unite producers and people.”
NFU Scotland said it continues to call for improved fairness in supply chains through initiatives such as the ShelfWatch campaign and expects food labeling reform to remain a key focus beyond the AGM.
