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IntroductionScotland’s smokehouses contribute strongly to Scotland’s fine foods
offer, supplying a wide range of unique, world-renowned speciality
products including fish, meat, game and cheese.
Scotland Food and Drink, working with Co-operative Development
Scotland and Jump Marketing, would like to engage the smokehouse
sector in exploring the possible opportunities and business advantages
of collaborative working.
A number of formats, structures and strategies are feasible. Primary
focus would centre around delivery of bottom-line benefits for individual
producers and the industry as a whole, but without:
• Significant investment from individual businesses
• Compromising the independence and freedom of members
• Significant financial or reputational risk
Scottish Smoked
Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu
www.scottishsmoked.co.uk
The Benefits of CollaborationAmongst the many potential benefits of collaborative working,
initial exploratory discussions have highlighted marketing and
promotion of “Scottish Smoked” products as the primary benefit
producers would be interested in.
Specific strategies and activities would be decided by the
group, but it is envisaged that any collaborative marketing and
promotion would target both consumer and trade, and have the
following objectives and benefits:
• Raise awareness and understanding of smokehouse
products.
• Establish Scotland as the world-leader in smoked foods, with
Scottish Smoked an identifiable mark of quality trade and
consumer alike will search out.
• Drive sales (consumer and trade; direct/online and through
retail/distribution channels).
• Develop and grow new markets (international), demographics
(non-traditional smoked food consumer) and purchase
occasions (away from Christmas, special occasions etc).
Initial Marketing and Promotion ActivityProposals for initial/launch activity are intended to provide a
solid platform for future initiatives, and to start delivering
bottom-line benefits from day one:
• Create an identifiable brand (including a ‘Quality Mark’ to be
used by member producers) for Scottish Smoked.
• Create a website, an online hub, to include:
Directory of all member producers (profile, images,
contact details, links to individual websites etc).
• Interactive/search-able map.
• Online Scottish Smoked store, selling entire range of
products from member producers.
• Recipe, serving and drink-matching suggestions.
• Travel/tourism ideas.
• Media Relations
• Create media interest and exposure to raise awareness of
Scottish Smoked and drive people to the website. Activity to
include, inviting journalists to visit/tour smokehouses, running
tastings and events, providing recipes to magazines (possibly
in association with a ‘name’ chef).
All launch activity, as well as ongoing and long-term strategies and
initiatives would be discussed, decided and directed by the group.
Scottish Smoked
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
about history products shop contact
Scottish Smoked
Rannoch Smokery
Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.
about
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in s
history products shop contact products shop
Scottish Smoked
Explore an authentically Scottish taste
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.
about history products shop contact products shop
Scottish Smoked
Loch Fine
Scottish Smoked
Scottish Smoked
IntroductionScotland’s smokehouses contribute strongly to Scotland’s fine foods
offer, supplying a wide range of unique, world-renowned speciality
products including fish, meat, game and cheese.
Scotland Food and Drink, working with Co-operative Development
Scotland and Jump Marketing, would like to engage the smokehouse
sector in exploring the possible opportunities and business advantages
of collaborative working.
A number of formats, structures and strategies are feasible. Primary
focus would centre around delivery of bottom-line benefits for individual
producers and the industry as a whole, but without:
• Significant investment from individual businesses
• Compromising the independence and freedom of members
• Significant financial or reputational risk
Scottish Smoked
Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu
www.scottishsmoked.co.uk
The Benefits of CollaborationAmongst the many potential benefits of collaborative working,
initial exploratory discussions have highlighted marketing and
promotion of “Scottish Smoked” products as the primary benefit
producers would be interested in.
Specific strategies and activities would be decided by the
group, but it is envisaged that any collaborative marketing and
promotion would target both consumer and trade, and have the
following objectives and benefits:
• Raise awareness and understanding of smokehouse
products.
• Establish Scotland as the world-leader in smoked foods, with
Scottish Smoked an identifiable mark of quality trade and
consumer alike will search out.
• Drive sales (consumer and trade; direct/online and through
retail/distribution channels).
• Develop and grow new markets (international), demographics
(non-traditional smoked food consumer) and purchase
occasions (away from Christmas, special occasions etc).
Initial Marketing and Promotion ActivityProposals for initial/launch activity are intended to provide a
solid platform for future initiatives, and to start delivering
bottom-line benefits from day one:
• Create an identifiable brand (including a ‘Quality Mark’ to be
used by member producers) for Scottish Smoked.
• Create a website, an online hub, to include:
Directory of all member producers (profile, images,
contact details, links to individual websites etc).
• Interactive/search-able map.
• Online Scottish Smoked store, selling entire range of
products from member producers.
• Recipe, serving and drink-matching suggestions.
• Travel/tourism ideas.
• Media Relations
• Create media interest and exposure to raise awareness of
Scottish Smoked and drive people to the website. Activity to
include, inviting journalists to visit/tour smokehouses, running
tastings and events, providing recipes to magazines (possibly
in association with a ‘name’ chef).
All launch activity, as well as ongoing and long-term strategies and
initiatives would be discussed, decided and directed by the group.
Scottish Smoked
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
about history products shop contact
Scottish Smoked
Rannoch Smokery
Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.
about
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in s
history products shop contact products shop
Scottish Smoked
Explore an authentically Scottish taste
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.
Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.
Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.
about history products shop contact products shop
Scottish Smoked
Loch Fine
Scottish Smoked
Scottish Smoked
Scottish SmokedThe Collaboration ModelStructure:
The current proposal is for smokehouses to consider the Consortium
Co-operative model as a suitable format for collaboration.
Scotland Food and Drink are co-ordinating this current consultation
phase of the initiative, alongside Co-operative Development Scotland,
who specialise in supporting collaborative/co-operative models. CDS
do not charge for their services and can provide examples of other
consortium co-operatives.
Funding:
There are three key funding stream options:
Membership Fees
• A small annual membership fee would cover the core activity
of the consortium (website, media relations etc.)
• Fee levels would be set by the founding group.
• As an initial target/guide, 20 founding members each paying
£600 pa (£50 per month) would provide a budget of £12k to
fund the launch activity outlined above.
Opt-In Initiatives
• Initiatives could be delivered by the consortium for smaller
groups of members and funded on an ‘opt-in’ basis. This might
apply to opportunities such as international tradeshows, where
only a small number of producers might want to share a stand
under the Scottish Smoked banner to promote their individual brands.
Grants & Sponsorship
• Despite the spending cuts there are still sources of funding
and support from the public sector and other bodies. A
consortium would be eligible for far more of these sources
than individual producers, and be able to devote the time and
energy needed to identifying and securing them.
Jump MarketingJump Marketing Ltd have been involved in the development of
Scottish Smoked alongside Scotland Food & Drink.
Jump is a full-service creative communications agency, with
experience in the food and retail sectors.
It is envisaged that Jump will provide design, marketing,
promotion and advertising support to the consortium, and
potentially individual members, as required.
All aspects of the consortium’s marketing and communications,
from the brand/corporate identity to advertising campaigns (and
everything inbetween), will be directed by the members.
This document shows just some elements of one potential
design route, including how individual member brands might sit
within a consortium website. It is by no means set in stone, and
one of the first tasks for the consortium would be to work with
Jump to confirm a name and brand identity, and develop a
marketing and communications strategy.
Scottish Smoked
Next StepsThis paper is offered for consideration and comment by Scottish
smokehouses.
Your initial comments, questions and notes of interest are invited, and
should be addressed to Daniel MacIntyre at Scotland Food & Drink by
15th December 2010 (contact details below).
Regional meetings will then follow, at which interested producers will be
able to discuss the opportunity in more detail with Scotland Food &
Drink, Jump and Co-operative Development Scotland. These are
planned for January 2011.
If you are interested in attending one of the meetings, or have any
comments or questions on this initiative, please contact
Daniel MacIntyre, Scotland Food and Drink
0131 524 8640
07795 025105