Adding or subtracting value?

Attempts to diversify and regenerate the rural economy often embrace a particular representation of the local culture and society. The quality food product industry in particular has secured its status as a key player in the future of rural Scotland, Analysed here is the development of the cluster and enterprise strategies which seek to add value to advance competitive advantage in both domestic and global markets. Based in a consideration of the policy frameworks for rural Scotland, and of the food and tourism sectors especially (both prioritised by Scottish Enterprise and Highlands & Islands Enterprise as key sectors), this paper presents a critical evaluation of how value is construed through an examination of current case studies of Scottish quality food production and promotion. The paper considers how the promotion of particular signifiers of “added value” has implications for how regionality, rurality, quality and Scottishness are all defined.