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 Network A 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 19 th 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!

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

Consumer interest: Slow Food Fife

What kind of food is Slow? Good + Clean + Fair = sustainable quality food

Fife Farmers’ Markets

Linking chefs with producers

The Fife Food Network Promoting and developing the local food economy in Fife