Neeps Rising: Scotland’s rooted revolution begins

Scotland’s most traditional root is ready for a modern revival. East of Scotland Growers (ESG), Britain’s only farmer-owned brassica co-operative, together with their vegetable production company ESG Drysdale, today announced ‘Neeps Rising: Scotland’s rooted revolution’, a six-month national campaign to put the humble swede, or ‘neep’ as the Scots fondly call it, back at the heart of Scotland’s food culture.

Long celebrated in soups, mashes and hearty winter dishes such as Clapshot, the swede is nutritious, versatile and climate-smart, yet too often overshadowed by trendier ingredients. East of Scotland Growers and ESG Drysdale’s brand-new bold movement blends heritage and innovation to re-introduce the neep to chefs, retailers, home cooks and the younger population, as a delicious symbol of Scottish resilience and sustainability.

‘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 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.’

Through community engagement and culinary collaboration, East of Scotland Growers and ESG Drysdale will be:

• Producing a bold new Scottish swede brand label, launching in Scottish stores to build national pride and local trust in home-grown neeps.
• Working closely with retailers to raise consumer awareness and encourage more people to discover the benefits of swede.
• Hosting innovative live cooking events with celebrated Scottish chefs, including ‘Neep Nights’ at Balgove Larder, Fife (30 Nov & 2 Dec 2025), and ‘Neeps Rising’ at Denhead Farm Shop, Perthshire (25 Jan 2026) and Bowhouse, Fife (14 – 15 Feb 2026).
• Launching a limited edition ‘Monster Mash’ extra-large Scottish swede in select Scottish Tesco stores in the run up to and during Halloween - the original Scottish Halloween lantern.
• Supplying high-quality free pre-prepped swede and eye-catching campaign posters to select schools, in partnership with Fife Council.
• Hosting farm and factory school tours in the Scottish Borders, giving local children hands-on experiences and a behind-the-scenes look at how our swede are grown and prepared.
• Sharing traditional stories and innovative recipes across social channels to engage younger audiences.

Driving local food and tourism

Launching on 31 October 2025, linking to the swede’s traditional role in Halloween lanterns, the campaign runs through 31 March 2026. 

‘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, including its quirky history as the original Scottish Halloween lantern.’ 

‘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. 

Neeps Rising has been kindly part-funded by Business Gateway Fife and Scotland Food and Drink’s Regional Food Fund. Fiona Richmond, Head of Regional Food at Scotland Food & Drink, said: ‘Food and drink initiatives play a vital role in the continued growth of Scotland’s food, drink, and tourism sectors, and we are pleased to be able to support collaborative projects like this around the country. We know each project, from farmers markets to culinary masterclasses, will be excellent additions Scotland’s vibrant food and drink scene.’

By positioning the swede as a modern crop, the project aims to increase demand for local vegetables, strengthen regional identity and create lasting consumer connections to Scottish farming.