HOMECOMING LEGACY: SCOTLAND S YEAR OF FOOD AND DRINK STEERING GROUP YEAR END REPORT

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1 HOMECOMING LEGACY: SCOTLAND S YEAR OF FOOD AND DRINK STEERING GROUP YEAR END REPORT BACKGROUND In order to sustain the momentum from Homecoming Scotland 2009 as we build up to another Homecoming year 2014, the Scottish Government has dedicated the interim years to showcasing some of Scotland s greatest assets. From May 2010 to May 2011 the focus was on celebrating and enhancing Scotland s reputation as a land of food and drink. As one of Scotland s most distinct attributes food and drink has played, and continues to play, a strong role in shaping our cultural identity and heritage. The year was designed to help support two of Scotland s key sectors tourism and food and drink. It celebrated and enhanced Scotland s reputation as a Land of Food and Drink. The year had a core budget of 500,000 for funding support for events in Scotland and additional marketing and PR activity. Post May 2011, the work between the food & drink, tourism and event industries will continue to build upon the achievements during the Year of Food & Drink as we journey towards 2014 when Scotland will host the Commonwealth Games and Ryder cup during its second Year of Homecoming. The Homecoming Legacy Steering Group (Food & Drink) included representatives from EventScotland, VisitScotland, Scottish Government (Tourism & Major Events and Food Division), Scottish Enterprise and Scotland Food & Drink. Each of these partners has also worked extensively with their own networks extending the delivery of activity to a wide range of public and private sector organisations. The following business objectives, desired outcomes and strategies were agreed by the Minister for Energy, Enterprise and Tourism and the Minister for Culture and External Affairs at the start of the Year of Food & Drink. A period of evaluation has been undertaken to write this final report. Where targets have been set beyond May 2011 interim updates have been provided. BUSINESS OBJECTIVES Business Objective 1: By 2017 tourism will have contributed 900m to the sectoral target of 12.5bn from a baseline of 737m Interim result: In 2010, tourism contributed 785m towards the value of Food and Drink in Scotland - ahead of target to reach 900m by (This value is calculated using UKTS and IPS figures from VisitScotland research which is different from that used to calculate the sectoral target) Business Objective 2: By 2014 the positive visitor experience will have risen to 72% from 75% Interim result: The Visitor Experience Survey is not conducted every year, so in advance of a more detailed picture from the Visitor Experience Survey, perceptions of the quality of Scotland s food and drink through the HPI Tracker are showing signs of very gradual progress since the launch of Year of Food & Drink. There was a small rise in Qtr 3 with a 6.5% increase and Qtr 4 has flattened out once more. 1

2 Business Objective 3: By 2014 there will be 500 members of eatscotland.com Interim result: There were 334 registered EatScotland participants by the end of May This is an increase of 12.5% year on year. DESIRED OUTCOMES 1. Increased level of satisfaction amongst visitors to Scotland This directly relates to Business Objective 2 above where research shows perceptions of the quality of Scotland s food and drink through the HPI Tracker are showing signs of very gradual progress since the launch of Year of Food & Drink. 2. Increased level of satisfaction amongst event attendees All events funded by the Year of Food & Drink were asked to conduct visitor research and were provided with a set of food & drink questions to include in their questionnaire. The results to date show: an average of 82% of visitors reported the quality of food & drink at events funded by the Year of Food & Drink as high or very high. an average of 40% of visitors who attended the events funded by the Year of Food & Drink (and also attended in 2009) reported an increase in satisfaction. The Camanachd Cup Final reported the highest level of increased satisfaction at 81%. 3. Increased use of Scottish produce across the tourism industry The research conducted at funded events shows: 267 Scottish or local producers showcased their produce at the events funded by the Year of Food & Drink (from information to date) funding from the Year of Food & Drink enabled some events to showcase local/scottish food & drink producers for the first time. Examples include Lennoxlove Book Festival (7 new producers); World Porridge Making Championships (7 new producers); Wigtown Book Festival (7 new producers); Camanachd Cup Final (6 new producers); and Whisky Live (4 food new producers) where events did provide opportunities to showcase local/scottish food & drink in previous years, funding from the Year of Food & Drink enabled this to be significantly increased. Examples include Turriff Show (increase from 6 to 17 producers); Dundee Flower & Food Festival (21 to 26 producers); Living Food & Cawdor Castle (from 10 to 44 producers); Baxters Loch Ness Marathon (increase of 12); Shetland Food Festival (from 9 to 12 producers) 4. Increased contribution to overall value of the sector from Tourism and Events Research from events funded by the Year of Food & Drink indicates the majority of visitors spent on food & drink at the event. 2

3 In 2010, tourism contributed 785m per annum towards the value of Food and Drink in Scotland, meaning we are ahead of target to reach 900m by in every 5 of visitor spend is spent on Food & Drink STRATEGIES 1. Enhance Scotland s reputation as a World Class producer of, and destination for, premium quality food and drink Food and drink messages were interwoven through the majority of VisitScotland s UK and International marketing activity, increasing awareness of Scotland as a land of food and drink. The following section provides highlights from marketing and PR delivered by VisitScotland during the Year of Food & Drink. UK and International marketing, featuring food and drink has reached 169 million people with an estimated value of 3.1m. UK and International PR generated coverage valued at 78,262,111. This includes core activity and additional activity funded through the Year of Food & Drink. International Marketing The Year of Food and Drink was a core strand of the 1.25m Pan European Meet the Scots campaign with Scottish characters, including chefs, Lady Claire MacDonald and Tony Singh and keeper of the Quaich, Julie Trevisan Hunter representing Scottish food and drink. The Year of Food and Drink was also central to the North American/Australasian I am a Scot campaign. These campaigns generated 1.96m of international marketing activity for the Year of Food and Drink across various channels including : VisitScotland International websites social media monthly global e-marketing programme to over 940,000 consumers Non-tourism partnerships with Whisky Live, The Macallan and Isle of Jura whisky extended the reach of the marketing programme furhter. International PR International PR activity included: Press trips for key target journalists Food and drink themed press events were held in the New York, Toronto, Taiwan, India, China, Lyon, Madrid and Cologne Press releases Use of social media As a result of the above activity, broadcast coverage generated included NY1 (4.5m), Shanghai TV (15m) and TV Norge (1.2m). Print activity reached more than 86m people across the globe and highlights included pieces in: Conde Nast (+0.82m circulation) German Rail Mobil magazine (+0.5m circulation) 3

4 Paris Match (+0.85m) Toronto Star (0.5m) India Times (0.6m) Saveur (2.3m); Essen & Trinken (+0.16m) Wine Spectator (0.37m) and Food and Wine (0.3m) International Travel Trade Engagement Food and Drink was the focus within the international travel trade engagement programme. Scottish Food and Drink events and products featured at 13 business to business events across the globe; inclusion in sales missions to Russia, China, Taiwan and India; communications via the travel trade website bookingscotland.com; and within marketing to 14,000 travel trade contacts. This resulted in 10 tour operators globally extending their Scottish product to include newly dedicated Gourmet tourism products. UK & Ireland Marketing In addition to incorporating food and drink messages in the majority of UK and Ireland marketing activity, some key activity highlights were: Seasonal marketing booklet activity: Distribution of 1.2million Scottish food and drink booklets and sales promotion support that generated an additional 1.05 million opportunities to see (OTS): 3 seasonal booklets were created which promoted Scottish Food & Drink, producers, places to eat, foodie things to see and do, plus seasonal recipes using Scottish produce and created by top Scottish Chefs. Activity was supported by sales promotion with food & drink partners to extend coverage, i.e. Isle of Skye Whisky, Simon Howie, Glengoyne whisky Each booklet endorsed by Scottish celebratory chefs: Autumn - Michael Smith, The Three Chimneys, Isle of Skye Winter- Andrew Fairlie, Restaurant Andrew Fairlie, Gleneagles Spring- Tony Singh, Oloroso, Edinburgh Activity was circulated through BBC Good Food Magazine, Delicious Magazine, Scottish Daily Mail, Observer Food Monthly and Sainsburys Magazine Café Days campaign: Generated 1.3million opportunities to see through on and offline activity: Created a user nominated café days website, promoting cafes that visitors have discovered throughout Scotland and sharing this information for new visitors as well as those that want to discover these hidden gems off the beaten path. Website was promoted through media activity including solus s with Daily Mail, Teletext Holidays, Scotsman and The List, sponsorship of The List café section from mid April- mid June, press ads in The Herald, Spectrum and The List. 4

5 Over 400 café nominations and over 9,000 website page views. UK & Ireland PR Burns Night: Activity undertaken to support Burns Night included a media event at Harvey Nichols in Manchester. To tap into this key market for Scotland, VisitScotland hosted a Burns Supper for press cooked by renowned Scottish chef and Year of Food & Drink ambassador, Tony Singh. In addition, recipes from Year of Food & Drink ambassador, Shirley Spears, were sent out to media nationwide. This activity resulted in 20 pieces of coverage, reaching over 2.2 million consumers. Online TV Project: VisitScotland commissioned a short film with award-winning chef, Neil Forbes, to showcase Scotland as a destination for food-lovers. The film included recipes using Scottish produce and a strong holiday destination message. This was then pitched to online media including social media like, facebook, YouTube and Twitter. The project resulted in 14 pieces of coverage reaching over 18 million people. 2. Increase awareness for Scotland as a Land of Food and Drink within Scotland A strategic decision was taken at the start of the Year of Food & Drink to use the existing brand Scotland Land of Food & Drink rather than create a short life brand specifically for the Year of Focus. This ensured all efforts were focused on raising the profile of brand already at the centre of Scotland s food and drink industries. Examples of how this was achieved include: Media coverage from May 2010 to May 2010 generated an estimated 12.3m opportunities to see Food and Drink messages. 40 events carried Scotland Land of Food & Drink branding. The funded events attracted a total of 440,648 attendees while events which received additional PR and Marketing support attracted 78,542. VisitScotland featured the Year of Food & Drink logo (based on the Scotland Land of Food & Drink logo) on all UK and international activity where possible. This reached a circulation of 25 million. Scottish Food & Drink Fortnight (4-19 September 2010) was a key element of the Year of Food & Drink and in 2010 all partners provided additional support. Some highlights from the Fortnight include: 149 events took place across the country. The events included festivals, special menus and tasting events with participants ranging from food groups, food festivals, farmers markets, multiple and smaller retailers, foodservice and transport providers. All had Fortnight leaflets, the Fortnight logo and downloadable branding made available to them. As one of the three highlights of the Year of Food & Drink, the Fortnight benefited from additional promotion across VisitScotland, EventScotland and EatScotland activities. To maximise exposure VisitScotland promoted the Fortnight with: o Full page feature in the Daily Record, promotion in TV guide 5

6 o o o o Inclusion in VisitScotland s seasonal booklet inserted into over 300K copies of Delicious and BBC Good Food magazine. communications to over 600K warm potential visitors on VisitScotland s database Coverage through press/ online as result of PR, 11.2M OTS globally e.g. Travel Sina.com Chinese market and Le Point in France 8K leaflets distribution in Visitor Information Centres for on arrival visitors Between June and October there were approximately 6,000 website visits to the Fortnight site of these originated from visitscotland.com s pages citygateways, international and calendar. Circulation figures for the Fortnight were: Total print circulation 6,473,518 Total print OTS 19,420,554 Total online circulation 21,663,582 Total broadcast 360,000 A new edition of The Larder publication (produced by The List) was also published to coincide with Scottish Food & Drink Fortnight. This was distributed by The Larder, Scotland Food & Drink and VisitScotland to tourism businesses which had restaurants or eating facilities within their establishments (total 15,000 copies). In addition, The Larder receives circa 13,000 monthly online visits. The publication was sponsored by Scotland Food & Drink using funding from The Scottish Government. Throughout the Year of Food & Drink, Scotland Food & Drink made reference to activities in all communications and marketing. This equated to circa one piece of news every week, across trade and consumer food and drink titles. In addition to brand identity exposure, specific initiatives were developed to raise the awareness of the values associated with the brand: Café Days Online nominations were sought from visitors of great cafés throughout Scotland to highlight these recommendations to new visitors. VisitScotland utilised its relationship marketing program to gain nominations, plus adverts and features in Scottish press titles; tweets and postings on VisitScotland social media channels. VisitScotland UK Consumer and Corporate PR also secured press coverage through releases. To date 130 cafes have been nominated. St Andrews A key celebration in Scotland s calendar, 2010 saw the launch of the new national dish for St Andrews Day, Scotch Lamb. EventScotland worked closely with the Scottish Government, Quality Meat Scotland and Scotland Food & Drink to launch the dish created by Scotland s 2 Michelin star chef, Andrew Fairlie. VisitScotland supported this with a full page feature in the Daily Record and promotion within the TV guide. Scotland Food & Drink disseminated the message through member and wider industry e-comms, Twitter and website news feed which is recognised by Google as a legitimate news generator. Other activity included a high quality seasonal booklet inserted into the Scottish Daily Mail in November (circulation of 197,500) promoting St Andrews and Burns Night. The booklet also highlighted great places to 6

7 eat and drink in Scotland, food and drink events and festivals, plus information on farmers markets and Scottish seasonal produce. EventScotland PR secured additional media coverage of 1M OTS, inspiring the nation to adopt the St Andrews Day menu. International PR on St Andrews day held a PR event in Madrid where Julie Trevisan Hunter from the Scotch Whisky Experience held tasting classes for journalists to secure coverage of Scotland s national drink. Best Bars November saw the launch of a new VisitScotland Quality Assurance scheme to support the Scottish Licensed Trade Association and aid visitors to find great bars and pubs throughout the country to enjoy Scottish beverages and food. Richard Lochhead MSP attended the launch event and excellent coverage was secured with 1.9m OTS. 3. Improve the quality of Food and Drink at events The events supported throughout the year took place across 18 local authority areas Scotland including Shetland, Orkney, Western Isles, Edinburgh, Glasgow, Dumfries & Galloway, Highlands, Fife, Dundee, and Perth & Kinross. The programme of events also included a mix of events where the core focus was food and drink, events where food and drink were an important element of the visitor experience and events where food and drink were an element, but not a focus. EventScotland awarded Year of Food & Drink grants to events which could demonstrate new additional activity which improved the quality of the food and drink offering to visitors. Events fell into one of three categories: 1. Events already receiving a grant from EventScotland for other activity where they could demonstrate new additional food & drink activity. A target of 10 events was set and by May events received such funding totaling 60, Events not already receiving a grant from EventScotland. A target of 10 was set and by May such events received funding totaling 95, Events already funded by EventScotland who did not receive additional funding by who met the objectives of the Year by showcasing high quality Scottish food and drink. A target of 10 events was set and 11 events were achieved in this category. This included seven St Andrew s Day Events funded through the Winter Festivals Programme Appendix 1 lists each of the funded and how the grant was utilised in line with the objectives for the Year together with key outcomes. The following is a case study which demonstrates how the Year of Food & Drink benefited the quality of the visitor experience at events. World Pipe Band Championships The World Pipe Band Championships (WPBC) in 2010 featured 8,000 pipers and drummers from 16 nations competing on Glasgow Green in front of more 35,000 spectators. 43% of attendees were visiting from outwith Scotland. 7

8 In addition to funding from EventScotland s International Events Programme, organisers of the WPBC were awarded 10,000 from the Year of Food and Drink. This additional funding enabled the event organisers to create a Taste of Scotland food village and showcase premium Scottish food and drink for the first time. Foods of Argyll coordinated a selection of different food outlets which highlighted the variety of home grown producers within Scotland and provided a new and enhanced food and drink offering for visitors. In addition, the Scottish Food Standards Agency provided healthy cooking food demonstrations from one of their top chefs throughout the day. Visitor research on the day showed 82% of respondents rated the Food and Drink on offer at the event as high or very high. 4. Increase joint working between the Event and Food and Drink industries One of the strategies the Ministerial Task Force agreed should be used to deliver the year s objectives for 2014 and 2017 was to increase the amount of effective joint working between Scotland s event industry and its food and drink industry. Partners undertook several initiatives which achieved this objective. Highlights include: Experiencing Scotland A key element of the Year of Food and Drink has been the development of the Scottish Enterprise s Experiencing Scotland project. This project will work with 20 events (in addition to 40 tourism businesses) to maximise the growth opportunities and add value to the experience offered to their visitors by using Scottish produce as part of their menus, thereby supporting Scotland s aspiration to be known as a Land of Food and Drink. Scottish Food & Drink fortnight For the first time EventScotland and Scotland Food & Drink worked together to enhance the programme of events during Scotland Food & Drink Fortnight. The target was to have 130 events as part of the programme but the collaborative approach driven by the Year of Food and Drink has assisted in this target being exceeded with 149 events taking place. BBC Good Food Show Scotland EventScotland invited 25 event organisers to the BBC Good Food Show Scotland in October Organisers were introduced to a range of producers from across Scotland with a view to them working together in the delivery of future events. Food & Drink Industry Seminar - EventScotland hosted an Industry Seminar where events and food producers were invited to hear best practice examples around the use of food & drink at events. Delegates also identified opportunities for future joint working, barriers to such partnerships and potential ways to overcome these. EventScotland s International Events Conference - held on 14 December 2010 the conference was attended by 228 delegates and 16 speakers from across the global events industry and included a particular focus on the Year of food and drink and joint-working between the two industries. Year of Food and Drink marketing communicated messaging to the attendees and EventScotland worked closely with the Perth Concert Hall catering team in the design of the 8

9 Scottish food village and a Scottish-themed menu that utilised locally sourced seasonal produce and ingredients. Taste for Events Guide - this publication was produced for the Year of Homecoming. It was refreshed and electronically distributed as a resource for event organisers during the Year of Food & Drink. The guide demonstrates how event organisers can improve the food and drink offering and enhance the overall visitor experience by providing case studies and sign-posting additional resources. 5. Increase the use of local, fresh and seasonal produce across Tourism Businesses Scottish Enterprise s work has focussed on unlocking opportunities for the food and drink and tourism supply chains across key destinations, events, visitor attractions and accommodation/catering providers of scale. Experiencing Scotland Scottish Enterprise has completed a piece of research, Experiencing Scotland, which shows tourism businesses can increase their food and drink sales and command a premium of between 3% and 15% when local, fresh and seasonal produce is used (and when this is effectively communicated to consumers). Informed by these findings, and in order to maximise the legacy opportunity provided by the Year of Food & Drink, Scottish Enterprise is undertaking a range of activity that includes providing business support through a catering consultancy for forty businesses and twenty events. The project s targets include improving the reputation of Scotland as a Land of Food and Drink and generating a 2.16m increase in overall sales through Scottish positioning for tourism venues. Since its launch in November 2010, this project has signed up a dozen key events and tourism businesses of scale and aimed to have a minimum of 10 action plans being implemented with these organisations by May Going Forward a further 35 businesses in 2011/12 and 15 in 2012/13 will benefit from Experiencing Scotland support resulting in an increase of 2.16m in sales margin for participants, generating 2.07m net additional GVA and creating 50 new and sustained trading relationships between food and drink producers and tourism businesses. A crucial element of Experiencing Scotland is the communication of the business case for using Scottish produce to the wider tourism community. Partners have been and will continue to be, instrumental in helping to raise awareness. To date partners have supported the promotion of business support available through the Experiencing Scotland initiative by facilitating presentations and disseminating information at industry events e.g. EventScotland Conference in December, Edinburgh Tourism Action Group event, presentation to 30 VisitScotland Quality Assurance advisors and Edinburgh New Town Cookery School event. Content has also been provided to add value to partner communications such as VisitScotland s E-Update, Scotland Food & Drink members Weekly Update, Scottish Enterprise Tourism Newsletter, Tourism Intelligence Scotland E-Blast. 9

10 Marketing intelligence & training resources for food and drink and tourism business communities During the Year of Food and Drink, two resources were launched through Tourism Intelligence Scotland (TIS) a joint venture developed by Scottish Enterprise, Highlands and Islands Enterprise and VisitScotland in partnership with the tourism industry: Food & Drink Experience in Scotland provides market intelligence and best practice examples in order to help tourism businesses from restaurants to local tourist attractions and guest houses to understand their market and to raise the quality of their offering (and potentially increase sales across Scotland by up to 94m) by serving up fresh, quality, local produce to improve the food and drink experience they deliver. Scottish Enterprise also developed a complimentary resource At Your Service which is a practical guide designed to help front of house staff in hotels and restaurants understand more about Scottish food and drink, promote local food to visitors and answer questions about ingredients and dishes on the menu. Both resources are available on A summary guide for the Experiencing Scotland research which demonstrates the business case for using Scottish produce has also been included on TIS. Scottish Enterprise, VisitScotland and HIE worked closely together to create a guide summarising all the agencies recent research on Scottish food and drink. VisitScotland used their contacts with the industry to disseminate this information out to the tourism/ hospitality trade, while Scotland Food & Drink did the same for the food and drink industry. This team approach enabled us to share the learning with the wider industry leading to stronger results for the Scottish food and drink sector. Scotland Food & Drink and Scottish Enterprise have also led case studies and skills development within the food and drink sector so best practice can be shared and workforce developed to take the Scottish food and drink industry forward. 6. Highlight the best of Scottish Food and Drink at international set piece events Scottish Government has promoted Scotland as a Land of Food & Drink and the year of focus at Scotland Week in North America, at the Shanghai Expo in China, at the Ryder Cup in Wales, at the Commonwealth Games in Delhi and across Scotland at the four Summer Cabinet locations. 7. Increase the number of joint activities with key retailers around fresh, local, organic Scottish produce Scotland Food & Drink runs an Access to Markets programme where buyers from both retail and foodservice are given the opportunity to meet suppliers, network and forge long-term relationships. The programme increased significantly for the Year of Food & Drink. In total, events held in 2010 involved more than 150 companies from across Scotland. 3 Buyer Briefings, e.g. Sodexo & Sainsbury s 9 Meet the Buyer, e.g. Asda, Baxter Storey, Sainsbury s & Forteith Foodservice & Hopetoun Farm Shop 10

11 1 Catering & Hospitality Forum 2 Workshops London 2012 Olympics & IGD 1 Speciality & Fine Food Fair, London 2 x BBC Good Food Shows Glasgow & Birmingham Highlights of successes include: Forteith Foodservice listings for ScoFro, Bumble Puddings, Argyll Smokery & Rannoch Smokery worth more than 80,000 JD Wetherspoon listing for Ramsay of Carluke as a result of Catering & Hospitality Forum Harrods listings for Connage Highland Dairy, worth estimated 10,000 Asda listings worth almost 2.5m for Simon Howie & Nairns Scotland Food & Drink is also midway through a Supplier Development Programme with ASDA. The nine month programme will help companies gain industry knowledge and expertise and develop a long-term trading relationship with ASDA. Promoting quality Scottish produce VisitScotland s International, UK & Ireland marketing and PR teams partnered up with producers to raise the awareness of Scottish brands present around the world. One of the main routes for this in the UK was through sales promotion on-packs with well known Scottish brands, e.g. Castle Maclellan, Stoats Oats, Mackies Ice Cream, Bell s Pies, Simon Howie. An excellent value foodie prize was offered driving visitors online to the seasonal website to find out more. Utilising these partners databases and websites made it possible to extend the reach of the campaign to 3.9m contacts i.e. Delia Online, Edinburgh New Town Cookery School. Year of Food & Drink branding helped to extend the synergy between what visitors had seen pre-arrival to what they were experiencing on arrival. Opportunity to sample Scottish products i.e. Tunnocks, SuperJam at sampling stations were set up at events VisitScotland attended from May 2010 to November Across 100 Visitor Information Centres displays of local products were created and local food and drink events and festivals were promoted to raise awareness. International marketing opportunities were developed with quality brands such as Isle of Jura and The Macallan. VisitScotland supported Jura in kind, by offering the prize package to Scotland, OTS 231K. In addition VisitScotland sponsored the Whisky Live shows taking place in 10 international city destinations. 455K OTS to date (as at November 2010) The Macallan has achieved 31k web visits to date and 1k photo uploads. 8. Deliver programme of engagement with India that reflects priorities in our India Plan. One of the strategies that the Ministerial Task Force agreed should underpin the Year of Food and Drink was the delivery of a programme of engagement with India which reflects the priorities in the India Plan. During the Year of Food & Drink three partner events were delivered to fulfil this strategy; a series of Taste of India Farmers Markets in Edinburgh, Glasgow, Perth, Inverurie and Kelso; a film salon to celebrate the best in Scottish cuisine at the premiere of the Indian film Road Movie at the Glasgow Film Festival and a Taste of India week at three National Trust for Scotland properties at Pollok House, 11

12 Robert Burns Birthplace Museum and Culloden. The impact of these events is assessed, however, interim results include: Farmers Markets o Many of the stallholders at the Kelso Farmers market noted record sales of local Scottish produce on the day of the Taste of India event. o Organisers of the Perth Market were so pleased with impact that they are looking at other opportunities to deliver taste events showcasing local market ingredients and the cuisine of other countries. National Trust for Scotland Taste of India o 5,010 visits to with 6,038 Tony Singh Recipe downloads o PR coverage from STV news, Daily Record, Press & Journal, Scotsman, Courier & Advertiser, Evening News, Metro o Total visitor numbers to the three participating sites: - Robert Burns Birthplace Museum April inclusive = +320% on the previous year - Culloden +13% - Pollok +5%. o Feedback was excellent and the events well received by 99% of visitors. o NTS are looking at options to repeat Taste using local Scottish ingredients and focusing on the cuisine of other countries. First Minister s visit to India provided an opportunity to promote Scotland s reputation as a land of food and drink in India and celebrity chef Tony Singh undertook a variety of PR activities with media in Delhi, Bangalore and Mumbai to promote Scotland, our food and drink and the Year of Food and Drink. This included Mr Singh attending various meetings with Indian media, preparing a dinner for VIPs, including the First Minister, at the British High Commission and appearing on New Delhi Television s (NDTV) World Kitchen show which, when broadcast, is expected to be seen by an audience of 15 million viewers. During the show Mr Singh prepares Scottish-Indian fusion dishes and promotes Scotland s culinary qualities and the Year of Food and Drink. An India Sales Mission also took place in October with a Team Scotland delegation (including SDI, SCDI and VisitScotland), accompanied by seven Scottish trade partners, meeting with 220 trade and 55 media contacts during a week long visit. Scotland s Food and Drink was promoted during these meetings. BEYOND MAY 2011 The following outlines a plan incorporating commitments made by all Steering Group partners to ensure the work undertaken in the Year of Food & Drink is developed and continues to work towards the targets set at the start of the year and support the tourism and event industries in their preparation for Scotland s next year of Homecoming in EventScotland As part of the legacy of Homecoming and as a result of activity undertaken in the Year of Food and Drink, EventScotland makes the following commitments: 12

13 Events in receipt of financial support from the Year of Food & Drink which receive future funding from EventScotland will be asked as part of their funding agreement to maintain food and drink activity undertaken beyond All events supported by EventScotland where food and drink is a focus (primary or otherwise) will be asked to carry the Scotland Land of Food and Drink brand in an appropriate manner All events supported by EventScotland from 2011 onwards will be encouraged to use the Taste for Events publication and asked about the quality and provenance of their food offering EventScotland will work with Scotland Food and Drink to increase the size, reach and quality of identified events within Scottish Food and Drink Fortnight in preparation for Homecoming Scotland 2014 EventScotland will proactively promote learnings and examples of good practice from 2010 to event organizers on an ongoing basis EventScotland will build the quality of the food & drink offering at events into its funding assessments EventScotland will make food & drink an eligible funding area for National programme VisitScotland As part of the legacy of Homecoming and as a result of activity undertaken in 2010 in the Year of Food and Drink, VisitScotland makes the following commitments: As Food & Drink activity is a key part of the visitor experience, VisitScotland will continue to promote food and drink messages throughout our seasonal marketing activity and draw out food & drink references where possible. VisitScotland will maintain a website with a focus on food & drink, which will be migrated into the main VisitScotland website to maximise exposure and ensure food & drink businesses are cross-promoted with greater ease Café Days activity will be maintained - Site will continue to be updated with visitor nominations - Encourage more submissions - Promoting nominated cafes through other marketing activity - We will encourage more offers from the cafes, allowing the inclusion of food & drink offers in forthcoming UK & Ireland seasonal campaigns Local Marketing teams in VICs will continue to explore opportunities to work with local producers to identify opportunities to promote local food & drink brands. 13

14 Appetite for Adventure Book - Surprise Yourself with an Appetite for Adventure is being created, combining active pursuits with opportunities to taste great Scottish food along the way. The book contains 10 routes across Scotland with different levels of distance and difficulty, incorporating such foodie highlights as some of the finest restaurants in Scotland, to great places for picnic provisions and lovely cafes. The book will be available free of charge in all VisitScotland Visitor Information Centres and branches of Waterstones across Scotland. It will also be available to download as a pdf from visitscotland.com/surprise. Scottish Enterprise As a result of activity undertaken in the Year of Food and Drink, Scottish Enterprise makes the following commitments: Dissemination of case studies from Experiencing Scotland as the project develops, 24 case studies featuring businesses benefiting from the Experiencing Scotland support, will be generated and partners will help support dissemination. In the meantime we will highlight best practice examples from the A Taste for Events resource, TIS resources and recent award winners such as Lennoxlove. The actions plan developed as part of Experiencing Scotland will provide a useful insight into improved visitor satisfaction and business efficiencies within the different establishments as a consequence of SE s intervention. Where possible and whilst respecting commercial confidences, these will be shared with partners. Scottish Enterprise will continue to work closely with Scotland Food & Drink to ensure that any opportunities identified through Experiencing Scotland are maximised through the Scotland Food & Drink Access to Markets programme e.g. through Buyer Briefings and Meet the Buyer events. Scottish Enterprise s focus will be on creating maximum awareness for the Food and Drink Experience in Scotland At Your Service and TIS guides by highlighting them at food and drink related events and seminars scheduled to run in the destinations. Scotland Food & Drink: Scotland Food & Drink will maintain focus on usual activity beyond the Year of Food and Drink, concentrating on growing the value of the food and drink industry to 12bn by 2017 and building on the recognized growth areas of provenance, premium and health. The Access to Markets programme will continue, building on existing relationships and developing news ones. Forthcoming events include Meet the Buyer events with Sterling Furniture Foodhall, World Duty Free and Sainsburys. The Access to Markets team is also developing a series of workshops to help food and drink businesses to grow and improve their skills. Forthcoming topics include: An Introduction to FoodService and Negotiation and Account Management. 14

15 As a way of building on the Year of Food and Drink, we are also working on a Small Company Support Programme. With the support of the Scottish Government, we are planning to enhance the catering offering at key events (e.g. Edinburgh Book Festival, Crail Food Festival, Living Food at Cawdor Castle) throughout the remainder of 2011/early 2012, involving small producers countrywide and showcasing the superb quality of Scotland s larder to the public at large. This year s Scottish Food and Drink Fortnight takes place 3 rd -18 th September and activity is well underway. An updated website offering direct event registration and greater event search functionality is live at Activities promoting the Fortnight include partner activity for the first time following successful employment during the Year of Food & Drink, also coordinated by agency Blue Chip. The on pack and cross channel promotion with partners will be supported by traditional PR and social media, all driving traffic to the Fortnight website as the central hub of information. Eat Scottish on facebook continues to grow and is a new tool with which to spread the message and encourage engagement from foodies, chefs, journalists and hospitality. In addition, Scotland Food & Drink will maintain presence at key events e.g. Speciality and Fine Food Fair and the BBC Good Food Show Glasgow. Scotland Food & Drink will continue to grow the well recognised Scotland Food & Drink Excellence Awards which are a key tool in helping to grown the reputation of Scotland s quality food and drink producers and products. Collaborative Initiatives: An Innovation Workshop which will bring the event and food and drink industries together to explore collaborative working. EventScotland and Scottish Enterprise are working together to establish this with a focus on how we take forward the work achieved during the Year of Food & Drink. The session is intended to encourage the industries to work more closely together in order to improve the quality of the food and drink experience at events and give smaller Scottish suppliers the opportunity to showcase their produce to different audiences. EventScotland is currently exploring with Highlands & Islands Enterprise the possibility of working with Highlands-based event organisers and producers in a similar way to the above Innovation Workshop. It is hoped a network of Highland food producers who share the ambition to supplier quality Scottish produce at events will come together and provide a strong offering for event organisers. BUDGET In addition to Steering Group partners aligning core activity with the objectives for the Year of Food & Drink, new activity was made possible by additional funding of 500,000 from the Scottish Government. This funding was allocated by VisitScotland and EventScotland to projects which either enhanced the quality of food and drink offering at events in Scotland s events or promoted Scotland as a Land of Food & Drink. 15

16 UK & Ireland Marketing 195k UK & Ireland PR 25k Event grants 156k Scottish Government Implementation 30k Collateral & evaluation 11k Ongoing joint industry activity 83k 500k The final budget line is for industry activity which is currently being delivered as part of the ongoing work on the road to 2014 to bring the event, tourism and food and drink industries closer together. This activity includes capacity building in the food and drink industry, further development of Scottish Food & Drink Fortnight and supporting new networks of producers working collaboratively to supply high quality food and drink at events. 16

17 Appendix 1 Year of Food & Drink Funded Events EVENT AND PURPOSE OF FUNDING Gardening Scotland, Edinburgh - 4,000 funding to support the Grow Your Own Marquee. 83% recorded as either satisfied or very satisfied with quality of the food at the event. Royal Highland Show, Edinburgh - 10,000 funding for showcasing Scotland s food & drink and the creation of the Cookery Theatre. 87% of visitors rated the quality of food on offer at the event as high or very high Scottish Traditional Boat Festival, Portsoy 4,500 funding for producing an 8 page addition to the event s programme, increased engagement with the local hospitality and food industry and food demonstration area. 31 Scottish Producers showcased their wares at the event and 82% of visitors to the event were either satisfied or very satisfied with the selection of food on offer The Big Tent, Falkland 4,000 funding for improving the food and drink decor and branding as well as towards increasing the provision of local food produce. 22 Scottish Producers showcased their wares at the event. 96% of visitors to the event were either satisfied or very satisfied with the selection of food on offer and stated that the food was either high or very high quality Turriff Show 3,000 funding for providing a new framed marquee for the 2010 Show. Food fayre was fully booked for 2010 attracting 11 additional stands from previous years - representative of a 183% increase on Festival in the Sky, Edinburgh - 7,000 funding for increasing the profile of the brand 'Scotland Land of Food & Drink' and increasing the amount of quality Scottish produce on offer. The event generated significant media coverage with news features reaching an audience of 2.7 million with an estimated PR value of 21,690 World Pipe Band Championships, Glasgow - 10,000 funding to allow the hosting of a Taste of Scotland area where the producers were able to make and sell their foods. 82% of visitors to the event were either satisfied or very satisfied with the selection of food on offer Orkney International Science Festival - 5,000 funding for advertising/website costs, travel and accommodation costs for main organisers and development of 5 food and drink related events. Dundee Flower and Food Festival - 5,500 funding for creation of a Scottish Heritage Kitchen and regional food and drink initiatives. 16 local producers and several foreign producers attended the 2010 event - a 24% on 2009 figures. ITU World Duathlon Championships, Edinburgh - 5,000 funding to allow the use of local suppliers and a Scottish menu for catering in the VIP hospitality and at the athletes party. 68% of visitors stated that the food and drink on offer was either high or very high quality. Blas Festival, Highlands - 3,000 funding to promote the Food Challenge Fund to showcase local food & drink. The event generated significant media coverage with news features reaching an audience of 2 million DATES 4-6 June June June July August August August September September September September

18 eatbute, Isle of Bute - 5,000 funding for enhancing and promoting the additional food and drink activity. 93% of visitors who returned to the event in 2010 stated that the food offering was of an increased or as good quality. Whisky Live, Glasgow - 4,240 funding to improve the offering of food and for food and whisky combination samples. East Renfrewshire Food Festival 3,000 funding for a Uisge Beatha Whisky Tasting Night and a Farmers Market Finale Event. 100% of visitors stated that they were either satisfied or very satisfied with the standard of the food on offer. The new EventScotland supported whisky tasting initiative was sold out in 2010 and as a result will form a central part of the 2011 programme. Camanachd Cup Final, Inverness - 4,250 funding to establish a Highland Food Fayre to showcase local producers and to secure TV coverage for Land of Food & Drink branding. 100% of visitors to the event were either satisfied or very satisfied with the selection of food on offer, and 91% of visitors recorded increased satisfaction with the food on offer Wigtown Book Festival 4,980 funding for enhancing the food and drink offering at the festival. ES funding facilitated several new partnerships between the event and arts organisations and a range of other collaborative initiatives Living Food at Cawdor Castle, near Inverness 6,000 funding to provide a larger marquee and associated marketing activity. The 2010 event registered a 340% increase in the amount of suppliers showcasing at the event - from 10 in 2009 to 44 in Baxters Loch Ness Marathon, Inverness - 5,000 funding for a new food and drink area for the marathon that showcases a range of Highland and Island producers. The 2010 event registered a 200% increase in the amount of suppliers showcasing at the event The Royal National Mod, Thurso 6,000 funding to deliver a Food and Drink Showcase. 86% visitors stated that the food and drink on offer either exceeded, matched or was above their expectations. 30 local producers showcased their wares. Golden Spurtle World Porridge Making Championship, Carrbridge 4,000 funding for an improved platform for local and highland based businesses to promote their food and drink produce and also the creation of a fringe programme of events. 7 local producers showcased their goods at the event. 98% of visitors stated that the food and drink on offer was either high or very high quality. BBC Good Food Show 10,000 funding for establishing the Scotland Land of Food & Drink Seasonal Tasting Theatre. Shetland Food Festival - 6,970 funding toward the delivery of additional catering facilities. The event recorded a 33% increase in the number of supplier n % of visitors stated that the food and drink on offer was either high or very high quality. Lennoxlove Book Festival - 4,000 funding to raise the profile of Scotland Land of Food and Drink September September September September September 3 October September October October October October November November 2010 Scottish Farmers Markets - 6,000 funding towards the delivery of the 5, 4-18 December 2010

19 extended pre-christmas farmers markets and associated marketing activity StAnza Poetry Festival - 3,000 funding to enhance the provision of food and March 2011 drink. Such was the impact of the Year of Food and Drink funding, that the Byre venue now stocks an increased range of food and drink as showcased at the 2011 event. Feast - 2,650 funding to improve infrastructure for local food producers and 2 April 2011 cookery demonstrations Celtic Media Festival - 3,500 funding for enhanced food and drink provision April % of visitors stated that the food and drink on offer was either high or very high quality. The Coleburn Event - 6,500 funding toward the cost of enhanced food and 1 May 2011 drink elements. 95% of visitors stated that the food and drink on offer was either high or very high quality Arran in the Square - 10,000 funding toward the cost of infrastructure May

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