The horse meat scandal could be a watershed moment with positive consequences for consumers, according to the Environment Secretary.
The "crisis" has prompted increased sales of Scotch-labelled produce and a closer interest in where food comes from, Richard Lochhead said in a ministerial statement to MSPs at Holyrood.
"The horse meat scandal has undermined consumer trust in some parts of the food industry," he said. "But it may be a watershed moment in how people think about food, and that could end up being a good thing.
"There's an absolute need for every step of the food chain to take responsibility for the food it produces and to ensure that Scottish consumers can have total confidence that what they buy is what it says on the label."
The scandal came to light last month when the Food Safety Authority of Ireland announced the discovery of equine DNA in some beef burgers.
Since then, mislabelled meat has been found in supermarket ready meals and "value" products, and traced back through the food chain in several European countries. Mr Lochhead said the issue is not a health scandal, but is about the provenance of food.
"It is clear that the people of Scotland are taking a closer interest in where the food on their plate comes from," he said.
"There's clear evidence that people are looking for provenance in the Scotch brand which is associated with traceability and quality. Some butchers are reporting sales up by more than a fifth since this crisis started and meat processing companies in Scotland are also reporting increased orders for Scotch beef. I urge consumers to seek out the Scotch label."
Trust can be regained by taking steps to shorten the supply chain, he told MSPs, adding: "Fortunately, we do not have the complex, sometimes murky, web of supply chain stretching across Europe. We have farmers with traceability systems for their meat through the Scotch label. That's why many customers realise they can trust the Scotch label when buying meat."
Mr Lochhead was speaking on the first day of parliamentary business since the February recess and was questioned by opposition MSPs after the statement.