I agree that they are more likely to be ignorant of the facts rather than stupid. It doesnt help when, as has been previously mentioned, we seem to thrive on fast food. I live in a reasonably nice small village and there are 2 chinese takeaways, 2,indian takeaways, a chippy and a place that sells a mixture of everything . They must all be doing ok as they have all been opened for years. Its a ridiculous amount of outlets given the number of people who live there.......Says the person going home for a chinese takeaway tonight.
I have however noticed a marked improvement in the standard of restaurants in Glasgow over the past few years. I dont know if this is being replicated in other cities . If so I would hope this will improve the country's reputation with visitors/tourists. Only by experiencing decent food in Scotland will views change. You can bang on about smoked salmon and scallops to anyone that will listen but if you then serve up a pile of poo, with fried mars bars to follow, it means absolutely nothing.