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Taste for Tourism Ray Jones, Chairman, Scotland Food & Drink

Taste for Tourism Ray Jones, Chairman, Scotland Food & Drink. The Food and Drink Industry in Scotland. Scotland’s strengths Reputation Affinity with the country Natural products Product innovation and adding value Efficient and skilled Collaboration R&D crucial.

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Taste for Tourism Ray Jones, Chairman, Scotland Food & Drink

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  1. Taste for Tourism Ray Jones, Chairman, Scotland Food & Drink

  2. The Food and Drink Industry in Scotland

  3. Scotland’s strengths • Reputation • Affinity with the country • Natural products • Product innovation and adding value • Efficient and skilled • Collaboration • R&D crucial

  4. Food and drink - THE growth industry • £11.9billion – (up 20% since 2007) • Food exports exceeded £1bn (up 49%) • Manufacturing exceeded £9bn • Sales of Scottish up 32% - £450M in GB • What has led to this growth?

  5. A STRATEGY FOR GROWTH Grow the Industry to £12.5 Bn by 2017 An inclusive target for our industry £12.5Bn includes fishing and agriculture Processing target remains £10Bn Naturally Healthy Better for You Health Enhancing £0.7Bn Core to the strategy is economic and environmental sustainability Authentic description Scottish where appropriate Romance the image £0.6Bn Cementing a global reputation, With products available to match demand Adding more value Premium brands Moving up the value stream £1 Bn Building on the capabilities we have or need to develop Reputation as a “Land of Food & Drink” Premium Health Provenance Sustainability Innovation Skills for Growth Collaboration Scale

  6. Food and Drink Tourism

  7. Food and Drink Tourism • Visitors to Scotland spend over £1/2 billion per year • 20p in every pound spent on food and drink • 20% higher sales to those businesses who provide locally sourced produce • £1 higher spend per visitor if you offer authentic local, Scottish produce • = £94million more sales across Scotland

  8. Food and Drink Tourism • Scotland Food & Drink working with the Experiencing Scotland project – driving business through provenance

  9. Tourism Ambitions • Scotland known internationally as ‘A Land of Food & Drink’ • The destination of choice for tourists • By providing visitors with a world class feast of Scottish produce we build further on the nation's reputation and deliver real economic benefits across the country • Individual business benefit

  10. What next? • Facilitate better communication between producers and their supply chains • Improved marketing of the provenance selling point • Celebrating and promoting our successes

  11. Opportunities Ahead • 2014 – Scotland Food & Drink is already in discussions with the various committees regarding opportunities connected to the Commonwealth Games, the Ryder Cup and Homecoming • Engage with Experiencing Scotland and other service providers – A Taste for Events guide

  12. Summary • ‘Provenance premium’ effect • Visitors are looking for a local or regional quality food experience • Businesses, the industry and tourists all reap the rewards

  13. Scotland Food & Drink

  14. The Executive Group – Key Delivery & Representative Bodies

  15. An organisation for Scotland’s food & drink producers • Your voice (already 260 in the ‘club’) • Supporting members e.g. member benefits, networking • Addressing challenges e.g. planning/distribution • PR/access to markets/INSIGHTS/health innovation and much more • Online showcase of Scotland’s food and drink – coming soon

  16. Thank you! www.scotlandfoodanddrink.org info@scotlandfoodanddrink.org Twitter - @scotfooddrink Facebook – Eat Scottish

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