Press release: Launch of new ambassador programme places food tourism at the heart of recovery for Scotland’s tourism industry
Press release
16 September 2021
For immediate release
Launch of new ambassador programme places food tourism at the heart of recovery for Scotland’s tourism industry
A new programme which will places food tourism at the heart of the recovery of Scotland’s tourism and food and drink sectors has launched, with the appointment of 25 Regional Food Tourism Ambassadors, each of whom will play a key part in raising Scotland’s profile as a global food tourism destination.
The programme was officially launched by Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands who paid tribute to the resilience and determination of Scotland’s food and tourism sectors in finding new and innovative ways in capitalising on the pride and passion that exist within the sectors to drive recovery and put every region in Scotland on the map as offering a unique, distinct and vibrant food tourism experience.
Held at Bonnie & Wild’s Scottish Marketplace, the official launch was Scotland’s tourism industry’s first event since March 2020 and provided a much-awaited opportunity for reconnection and for the industry to meet the new ambassadors.
Gary Maclean, award-winning chef, delighted guests with a special cooking demonstration of hand-dived scallops with Stornoway Black Pudding, accompanied by Ayrshire potatoes and green apple.
The ambassador programme will play a key part in delivering some of the strategic aims and ambitions in Scotland’s Food Tourism Action Plan, launched in 2018 and supported by Scottish Government, and will stimulate entrepreneurial activities and change as both sectors move through the pandemic towards recovery.
The ambassadors themselves will provide a much-needed boost to their regions during what has been an acutely challenging time for Scotland’s food and drink and tourism sectors and bring producers, suppliers and hospitality businesses much closer together to grow local economies.
Bringing Scotland’s destinations and food and drink to life through storytelling will be central to the role of the ambassadors in the lead up to Scotland’s ‘Year of Stories’ themed year for 2022, with each of them shining a light on our regions as food destinations of choice, with their own unique provenance, people and stories which in turn create the quality, authentic food and destination experience which today’s visitors are looking for.
Rural Affairs Secretary Mairi Gougeon said: “I am delighted that Scotland’s food and drink ambassadors have been appointed.
“They will play a key role in supporting food tourism to become a sustainable and important contributor to local economies.
“The 25 ambassadors, who all work in and share a passion for the industry, puts every region in Scotland on the map, showcasing to visitors and tourists alike the exceptional and varied food tourism experiences available across the country.
“Their work and expertise, against the backdrop of major challenges to the sector from Brexit and the pandemic, will raise Scotland’s profile as a food tourism destination and help rebuild our food, hospitality and tourism industry.”
Fiona Richmond, Head of Regional Food, Scotland Food & Drink said:
“The Regional Food Tourism Ambassadors are a shining example of excellence across the food, drink, hospitality and tourism industries and we are incredibly proud to now have 25 Regional ambassadors who are bursting with talent, enthusiasm and a spirit of working together to bring the programme to life and drive recovery.
“From chefs and caterers, producers and independent retailers to agritourism operators, food writers, whisky experts and more, the Regional Food Tourism Ambassadors will champion every region across Scotland.
“Over the next two years they will be the face of food tourism, working with their local communities and regional food groups and using their voice to promote Scotland as a destination for fantastic food tourism experiences and we look forward to seeing what we can achieve together.”
Craig Wilson, chef and owner of Eat on the Green restaurant in Udny Green says: “Scotland has an amazing food story to tell and it is a great honour to be selected as a Regional Food Tourism Ambassador.
“I am looking forward to playing my part in championing the world-class produce of my homeland and working together with people who share my passion and ethos for food. This is a hugely significant initiative in driving forward our recovery from the pandemic, whilst focusing on the excellent ingredients, local food producers that makes Scotland truly special.”
ENDS
Notes for Editors:
- Food tourism is defined as “the enjoyment of food and drink-based experiences where a person learns about, appreciates, or consumes food and drink that reflects the history, heritage, and culture of a place, including the pursuit of unique and memorable eating, drinking and agritourism experiences”
- The Regional Food Tourism Ambassador Programme is a national programme of 25 ambassadors that will promote and champion Scotland’s food tourism sector and its experiences. It was developed because there was a recognised need to:
- Raise the profile of Scotland as a food tourism destination
- Deliver an initiative that will actively contribute to the growth of the sector at a local level
- Fulfil a commitment in Scotland’s Food Tourism Action Plan
- Inspire entrepreneurial activities and change, especially in the light of the Covid-19 impacts
- Provide positive boost to the sector during this difficult period and beyond
- Inspire and create the next generation of people working in food tourism
- Scotland’s very first Food Tourism Action Plan was launched in 2018 by Scotland Food & Drink and The Scottish Tourism Alliance, with support of Scottish Government. The Plan aims to put Scotland on the map as a global food tourism destination and unlock a £1bn growth opportunity – specifically, an additional £1bn in visitor spend on food and drink by 2030, which means jobs, economic growth and stronger communities. Its vision is that in 2030 Scotland is a globally recognised food tourism destination where high quality, memorable food and drink experiences are delivered by proud and passionate local ambassadors
- The plan is built on 5 pillars and has 17 individual actions to deliver:
- Pillar 1 – Sustainable and local food supply chain
- Pillar 2 – Quality products and experiences for all
- Pillar 3 – Rich storytelling
- Pillar 4 – Skilled and vibrant workforce
- Pillar 5 – Innovative collaboration
- The development of the Food Tourism Ambassador Programme is an action under Pillar 5 which envisions Scotland as:
- A nation of food tourism ambassadors
- Internationally recognised as a leader in collaborative and innovative product development
- Hosting a strong food tourism network, with regions working together
- An active member of the international food tourism community
- Overseen by a recovery group, established in the light of the pandemic, progress with the actions can be found here
- Food tourism can contribute to Scotland’s tourism recovery, post Covid-19, being mindful of how to balance the needs of the local economy with those of local communities. Ambassadors will have a part to play in this
- The Food Tourism Scotland Plan recognises Ambassadors as:“…respected community members who lead by example, mentor their peers and see the potential for food tourism to become a sustainable contributor to their local economy. They are invaluable sources of creativity and innovation, and they often inspire entrepreneurial activities and change. Importantly, ambassadors can and should be featured in campaign to help elevate the profile of professions within the food tourism industry…”
- Following a public appeal and intensive selection process, 25 Regional Food Tourism Ambassadors were selected from across Scotland to create a group that is balanced across, for example, geographical regions, industry sectors and individual interests. They have been selected from the fields of primary production, agritourism and retail; there are chefs and accommodation providers, educators, hospitality and drinks specialists, food writers and bloggers and events professionals. The one thing they have in common is that they are immersed in food and tourism within their community and are passionate about raising the profile of the sector, destination, food experiences and Scotland as a global food tourism destination
- The programme runs for 2 years from September 2021; it is a voluntary role
