Tesco's Scottish strawberries are now labelled British and carry Union flag branding. Picture: SWNS

Local provenance and reduced air miles are key factors when it comes to consumer choice. The Scotsman did its bit last week too with its inaugural Food and Drink Awards ceremony. Yet, as the online #KeepScotlandTheBrand campaign is highlighting, over the past few years supermarkets, especially Tesco, have dropped the Saltire to replace it with the Union flag.

Sign up to our daily newsletter The i newsletter cut through the noise Sign up Thanks for signing up! Sorry, there seem to be some issues. Please try again later. Submitting...

Soft fruit, potatoes, fish and meat are bad enough. But Scottish water, haggis and Bell’s whisky? Someone “dahn saff” is having a laugh! Or, more accurately, robbing Scotland of credit for its quality produce.

As the campaign creator Ruth Watson says, her stance isn’t about independence.