East of Scotland Growers (ESG), together with their vegetable production company ESG Drysdale, have announced a six-month national campaign to put the humble swede, or 'neep' as it's called in Scotland, back on Scottish tables. The campaign is headed: 'Neeps Rising: Scotland's rooted revolution'
The company produces around 16,000 tonnes of swede each year. It is mainly grown on the east coast in the Scottish Borders.
© East of Scotland Growers / ESG DrysdaleThe ESG Drysdale team is celebrating the launch of their campaign 'Neeps Rising' with their swede grower Philip Rayns (front right).
The swede is traditionally used in soups, mash, and hearty winter dishes such as Clapshot. It is nutritious, versatile, and climate-smart, yet too often overshadowed by trendier ingredients. East of Scotland Growers and ESG Drysdale's campaign aims to reintroduce the neep to chefs, retailers, home cooks, and the younger population.
"This is more than a vegetable campaign, it's a collaborative movement," said Nat Cowx, Brand & Marketing Manager at East of Scotland Growers and ESG Drysdale. 'Our goal is to reframe the swede as a fresh, modern ingredient, moving it beyond its traditional seasonal role and showing consumers just how versatile, nutritious, and affordable it can be year-round. By celebrating our rooted traditions while showcasing modern farming, together we can give the neep the recognition it truly deserves."
East of Scotland Growers and ESG Drysdale will be producing a new Scottish swede brand, launching it in Scottish stores to build national pride and local trust in home-grown neeps. They will also be working closely with retailers to raise consumer awareness and encourage more people to discover the benefits of swede, and they will be hosting live cooking events with Scottish chefs.
"Swede has seen steady sales growth in recent years, especially as more people turned to scratch cooking and rediscovered just how versatile it can be. It's fantastic value for money, keeps well, and is delicious all year round in the UK - whether roasted as a side, made into air fryer wedges, or even shredded into coleslaw," added John Inglis, Commercial Director at ESG Drysdale "As a business that's been proudly growing swede for almost 60 years, it's rewarding to see this humble vegetable getting renewed recognition."
© East of Scotland Growers / ESG Drysdale
Ashleigh, Rachel, and Nat from the ESG Drysdale Commercial and Marketing team
'We're excited to partner with ESG Drysdale by stocking their home-grown neeps. ESG Drysdale's neeps are a perfect example of quality, sustainability, and tradition coming together. Swedes are not just a vegetable; they are a symbol of Scotland's culinary heritage, and this is an initiative we are proud to be a part of.' Said Co-op Vegetable Buyer Hugh Bromley.
For more information:
Nat Cowx
ESG Drysdale
Tel: +44 1368 830 448
[email protected]
www.esgdrysdale.co.uk
