Scotland’s rooted revolution
An exciting new campaign to champion one of Scotland’s most humble yet versatile vegetables: the swede.
Neeps Rising is 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. Our 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.
Image: © East of Scotland Growers / ESG Drysdale: ESG Drysdale team celebrating the launch of their campaign ‘Neeps Rising’ with their swede grower Philip Rayns (front right).
‘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.’
Image: © East of Scotland Growers / ESG Drysdale – Ashleigh, Rachel and Nat from ESG Drysdale Commercial and Marketing team
Working together
Through community engagement and culinary collaboration, we are:
- 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 Noons’ 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.
- partnering with RHET to host 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.
Images L-R: © East of Scotland Growers / ESG Drysdale – limited edition OG Halloween lantern, the ‘Monster Mash’ extra-large Scottish swede collaboration with Tesco | Neep Nights | Fife schools campaign posters
‘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.’
Join our movement
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.
If you are a chef, food blogger or sustainability influencer and would like to find out more about how you can get involved to support our campaign, please contact Nat Cowx, East of Scotland Growers and ESG Drysdale’s brand and marketing manager at nat.cowx@esgveg.co.uk.
Carve like the Celts
Before pumpkins lit up Halloween, Scots carved spooky faces into neeps (swedes) to keep spirits away, a tradition rooted in the ancient Celtic festival of Samhain, over 2,000 years ago. Watch and learn how to carve your own neep and bring this hauntingly historic Scottish custom back to life this Halloween.
click to watch the tutorial
Neep nosh
Recipes coming soon…