SAC Land Economy Food Marketing Team SAC/AGRESEARCH Conference: Rural Futures Hamilton, New Zealand: September 2009 We are what we eat – global food brands in Scotland

Local food Region and Locality Glocalisation of food Place branding: Scottish salmon Highland beef Skye Food Link Uig food Conceptual definitions?

Local Food in Scotland Map of local food enterprises by postcode district Altogether 723 local food enterprises included Location in sparsely populated areas Proximity to markets Links with tourism Source: Watts D, Revoredo-Giha C., Leat P. (2008) Distribution of local and locality food activity in Scotland SAC Rural Policy Centre Research Briefing.

Local food and Scottish consumers Local Food Familiar Quality Food Short distances Scottish Is of better quality, healthier, traceable more nutritious? Creates employment, supports local communities Environment friendly Animal welfare friendly Fresh Can be trusted Better than non-local

Economics – availability and affordability; Ethical Values; Political Consumerism and Food Citizenship; Consumer behaviour trends – fads and fashions. Local food and Scottish consumers cont. Main drivers of consumer preferences in relation to local food.

National Food Policy Discussion – expectations of Scottish public Local food production and distribution supports local economy, protects environment, promotes Scottish industry, culture and identity. Consumers should be educated about local food and its availability. Education about food should involve knowledge of its production (especially at the farm level) and preparation at home (role of schools as conveyors of practical cooking skills). Knowledge of (local) food will lead to healthy eating patterns. In order to eat healthy an access to local food is required. Local food can not be more expensive than non-local/foreign products.

A Community Interest Company (CIC) social enterprise that focuses on promotion and supply of local produce; open to all: producers, customers and other stakeholders; involved in support of local food in the broad context of economic, environmental and social sustainability; promotional activities of the Food Link group embrace various forms of food education and tourism 'food' events e.g.: publishes local food newsletter delivered to over 350 local subscribers; organises local food trail – open days during Scottish Food and Drink Fortnight; supports social networks and further development of Skye local food brand by a producer-led accreditation scheme; ‘A Taste of Local Food’ awarded by SLFL. ‘A Taste of Local Food’ award/brand reassures market via confirmation of food origin and at the same time identifies businesses (catering, hospitality), that participate in development and distribution of local products. The Skye & Lochalsh Food Link (SLFL) - Local food brand.

Food Link Van Physically links producers, caterers and retailers. Carries over £90K worth of food a year. Covers large area of low population density (700 sq km with a population of only 12,000 ). Eliminates sole reliance on long distance food transport (Two local supermarkets get their supplies, from central depots on the mainland, a local wholesaler gets it from a market in Glasgow (210 miles). Consumers in turn depend on that wholesaler or other delivery services operated from Inverness (130 miles) and Fort William (120 miles). Facilitates “bundled” distribution of local food and lowers transaction costs for small retailers and caterers. Ensures availability of local food to dispersed tourists visiting Skye. The Skye & Lochalsh Food Link (SLFL) - Local food distribution.

Local food has to be considered in multiple dimensions to be successful and sustainable in the long term. These include: Social and environmental sustainability of production - farming sector survival; Management of infrastructure required for production and distribution activities of the local food supply chains; Well being and quality of life; Affordability and accessibility to a quality and well-balanced food offering. Understanding of perceptions, attitudes and resulting consumer behaviour. Involvement of political consumer – food citizen; Hierarchies of interest, impact of knowledge and effect of specific behaviour within social networks. Success of local food - business strategy, community support and policy focus

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