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