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Rural Network

Rural Network. March 2010, Corran Halls, Oban. Fergus Younger, Development Manager for Argyll & Bute Agricultural Forum Broad partnership: NFUS (Chair), SGRIPD, ABC, CC, HIE, SNH, FCS, SAC, SCF, SRPBA-open to all Agri Strategy - actions to sustain crofting and agriculture

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Rural Network

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  1. Rural Network March 2010, Corran Halls, Oban

  2. Fergus Younger, Development Manager for Argyll & Bute Agricultural Forum Broad partnership: NFUS (Chair), SGRIPD, ABC, CC, HIE, SNH, FCS, SAC, SCF, SRPBA-open to all Agri Strategy - actions to sustain crofting and agriculture -key actions to add value to local produce, increase market penetration of existing producers Methods of work: kick starting, communication, lobbying, facilitating, joining up, winding threads -blind alleys!! TODAY:-Argyll Food Producers – Food from Argyll -Linkage to joined up marketing of Argyll - key lessons

  3. Food from Argyll Trial – Connect 2007 –potential/gap ABC,HIE Leader funding for 4 events in 2008 – product development, branding, infrastructure 6 events - Rockness, Tin the Park, Belladrum, Wickerman, Vfestival and Connect 10 different producers under memorable Argyll identity - directly to 250 000 people Created a buzz - something new at festivals - papers, web, radio, tv, parliament - food, music, farming, health press Experiential marketing - tasting Argyll/west coast craik!

  4. Argyll Food Producers Coop 2009 – Int Rugby 7’s, Lattitude, Proms in the Park, Cowal HG, Shinty Cup Final, Awards Winner - partnership working council, SFD food oscar – partnership working, Highlands and Islands –food marketing initiative, Enterpriing Britain Market research – reinforced core brand values of high quality, tasty, identity and fair return for producers – also coop ethos Market out with Argyll Argyll association – Landscape, Wildlife, Food and Drink

  5. Building on Success PT marketing devt officer 2010 – Glaston, Cambridge, World PB, Int 2011 – Tall ships Greenock Beyond Commonwealth games 10 members –widen benefits to all food producers, quality standard - Argyll Develop retail products Develop large Argyll Brands - Argyll Hill Lamb Continue to push Argyll as a good food producer/destination Need for joined up approach….

  6. argyll and the isles website www.argyllandtheisles.com

  7. Argyllandtheisles.com AFP linked to Councils corporate plan Catalyst to develop a joined up marketing approach Trial website during 2009 Full browse and search site developed for April 2010 – does not try to retain Food producers Visitor Attractions Mid Argyll pilot – C of C

  8. What have I learnt – successful projects - the right people on the bus? Passion - e.g for sticky toffee , for teaching young people Clear Motivation - you cannot motivate people, needs to be already there - i.e. already active, clarity - make money, lambs committed Build the correct mix of people, for correct mix of key skills - Product, Marketing, Financial Management Understand potential funders

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