One thousand businesses could become food champions under a new scheme to promote Scottish produce.
The project will recognise tourist firms such as hotels, B&Bs and visitor attractions, that use fresh seasonal produce and promote where their food comes from.
The Scottish Government is contributing £450,000 to the project and tourism body VisitScotland is giving £470,000-worth of support in kind.
As many as 2,500 businesses could be assessed over the next three years, with the ambition of getting at least 1,000 signed up by 2015. It comes at a key period for tourism, with the second year of Homecoming taking place in 2014 along with the Glasgow Commonwealth Games.
Rural Affairs Secretary Richard Lochhead said: "The exciting new Scottish food initiative will build on our burgeoning reputation as a land of food and drink by adding on the key elements of seasonality and provenance to VisitScotland's existing assessments.
"It will encourage tourism businesses across the country to use fresh seasonal produce, showcasing our nation's magnificent produce to visitors from home and abroad.
"Scotland's food sector is one of our greatest success stories. And as we prepare for the eyes of the world to be firmly focused on Scotland, now is the time for all businesses to aspire to the standards of the best. As Scottish food champions they will champion fresh seasonal produce, spreading the word about what Scotland has to offer."
Riddell Graham of VisitScotland said that with a higher number of tourists expected to come to Scotland in 2014, the country "needs to be as polished as it can be".
The project will form part of VisitScotland's quality assurance scheme, with Mr Graham saying it would help "make sure Scottish tourism businesses are best placed to shine in the international spotlight and not only meet but exceed the expectations of millions of visitors from all over the world".
James Withers, chief executive of Scotland Food and Drink, a not-for-profit industry group, said: "Food and drink businesses which understand the importance of serving up the very best local, seasonal produce deserve to be showcased and will form the bedrock of a tourism industry that will help us to develop our international reputation as a land of food and drink."