the fife food network promoting good quality food and drink experiences in fife and beyond through...
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The Fife Food Network
Promoting good quality food and drink experiences in
Fife and beyond through
the development of
greater links between
local food and the area’s heritage, environment, economy and people.
The Fife Food NetworkA not for profit company set up to promote and
develop the food and drink produced and sold in Fife. Its aims are to:
• encourage greater working between local businesses
• promote local food businesses to visitors and locals
• increase opportunities for developing skills and learning
• develop and promote Fife’s food identity
It’s all about Food and Tourists……..
Almost half of all visitors stated that quality of food was an important
factor when considering Scotland as a holiday destination
VisitScotland “Visitor Experience” Survey 2007
National & International Food Trends
• Healthy options
• Unique/authentic
• Heritage/traditional
• Fresh and seasonal
• “Proper” children’s meals
Interest in food history and heritage
Part of a general desire for authentic experiences
75% of all visitors are “interested” or
“very interested” in local cuisine
This presents a real opportunity to use food to enhance the visitor experience and
give value for money
This is what tourists see and this raises their expectation of finding high quality food here
• Fresh air, lush pastures, “clean”
idyllic scenery• High standard of
animal welfare• Commitment to
sustainability• Environmental best
practice
Many of our foods enjoy international renown - and compete very successfully
with the best in the world
Scotland’s seafood industry has a unique reputation for consistency and recipe
innovation
Scottish Food – good for you
• 19th century rural Scots enjoyed good health and vigour well into old age - we were the envy of many other nations.
• Those old staples – oats, oily fish, potatoes, kale, game, fruits, honey – are back in favour as “health foods”
• Good food is an essential part of a good vacation experience
• Growing interest in local food traditions
• Belief that Scotland has a distinctive cuisine
• Visitors are keen to taste Scottish foods and regional dishes
But – we have work to do…..
But only 4 out of 10 international visitors thought their food was
prepared with care and attention
And one third of those visitors would not recommend Scotland at all, based on their food experiences here
VisitScotland “Visitor Experience” Survey 2007
“How hard it was to find traditional food.” (UK)
“Scottish people do not know how to cook especially meat”, (Italy)
“You never have good expectations of the food in Scotland…they are lagging behind” (Sweden)
Most visitor complaints are about breakfasts
Often only meal eaten at accommodation
Great start for day ahead – delicious food, friendly service, happy atmosphere…
A visitor’s last impression
What happens to those quality ingredients?
“Porridge was lumpy”
“It tasted as if made hours ago”
“Breakfast was very poor - the sausages and black
pudding were both rubbery and the
scrambled eggs almost liquid”
The Food Tourism “Ideal”
Meeting Visitors’ Expectations
Distinctive, tasty, Scottish cuisine
Local specialities, fresh quality produce
Traditional recipes, simple food
Value for money
Good service
Why is this so difficult?
Fresh, Local, Seasonal, Traditional
High quality, high value, authentic
experience, added value, profit Green, sustainable, regeneration Provenance, food miles, health Stronger links between tourism +
food producers
Change a little…
• Tell your customers where your food comes from. Highlight local produce.
• Offer recommendations from your menu and ask for their opinions
• Be sure to offer good value for the money you are charging
• Transform a simple meal into a great Scottish experience
….......Change a lot!
www.foodtourismscotland.com
Tourism Foodkit information, inspiration,
guidance content influenced by
feedback from tourism & food industries
user-friendly for regular use web-based, allowing
expansion and continual updates
www.foodtourismscotland.com
Consumer interest: Slow Food Fife
What kind of food is Slow?
Good
+ Clean
+ Fair
= sustainable quality food
www.slowfood.co.uk
Fife Farmers’ Markets
Linking chefs with producers
The Fife Food Network
Promoting and developing
the local food economy
in Fife