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Food and drink to sustain Homecoming success
03/03/2010
Homecoming was so successful in rallying Scots around a common theme that Ministers have decided that it makes strong economic sense to build on this through similar co-ordinated national activity that will see some of Scotland's great assets spotlighted in subsequent years.
Announcing today that a year focusing on Scotland's food and drink will start in 2010, Tourism Minister Jim Mather said years focused on promoting the varied aspects of Scotland's tourism industry would be part of the Homecoming 2009 legacy and a further announcement about themes to come will be made in due course. He added that this approach would help support the tourism industry during a time of economic downturn and it is crucial that Scotland continues to support its tourism sector and sustain the momentum generated last year.
The announcement comes as the Scottish Government updates its Economic Recovery Plan which aims to accelerate recovery through greater public sector alignment on Scotland's key economic strengths.
Speaking on a visit with Food Minister Richard Lochhead to Pub Grub of the Year winner the King's Wark pub in Leith, Mr Mather said:
"Through our national food and drink policy, we want to help pubs such as this one, hotels, visitor attractions, restaurants and cafes build on our international reputation and deliver the best of Scottish produce to the 16 million people who visit this country every year. The food and drink sector already employs 360,000 people and we have committed £75 million to create more jobs, more sales and more exports - what we are aiming for now is further investment in the skills and innovation required to increase its value to the economy to £12.5 billion by 2017.
"Recent preliminary figures showed that Scotland continues to outperform the rest of the UK in key overseas markets with an increase of 25 per cent in trips from North America and a 43 per cent increase in trips from the rest of the world (compared with increases of 6 per cent and 0.9 per cent across the rest of the UK respectively). These results clearly show that Homecoming has had an impact and people are specifically selecting Scotland as a destination of choice.
"Scotland is holding its own in what has been one of the most difficult years experienced by tourism across the world. It is clear that our reputation as a land of food and drink is one of the factors in maintaining this position and therefore we should look to capitalise on this area of real economic benefit."
The initiative will provide the opportunity to:
- Build on our reputation as 'A land of food and drink'
- Link to the food and drink industry strategy pillars of Premium, Provenance, and Health
- Drive up the quality and increase the role and use of food and drink, including fresh, seasonal and local produce, in Scotland's tourism industry
- Highlight the best of Scottish food at home and abroad
Mr Mather said:
"As confidence returns to the Scottish economy, there remain challenges and it will take time for the demand for Scotland's goods and services to return to previous levels. However, tourism and food and drink are strong performers and a year focused on our food and drink will help deliver a lasting legacy."
Mr Lochhead said:
"Demand for Scottish produce both at home and abroad continues to soar, boosted by the successful Homecoming celebrations which helped raise awareness of our fantastic food and drink. It is vital that its legacy doesn't go to waste and this new drive to enhance Scotland's credentials as a land of food and drink will build on the successful foundations of our national food and drink policy, which fully supports our farming, fishing and food industries.
"Scotland's food and drink sector remains one of our key economic strengths. It thrives on our stunning landscapes and pristine coastal waters and its quality and freshness is a tribute to our producers and manufacturers - but we can do even better. Delivering the next wave of success can only be met through a joint response from all those growing, making, buying and selling Scottish food and drink at home and abroad."
Paul McLaughlin, Chief Executive of Scotland Food & Drink, said:
"This is a great opportunity for Scotland and a step towards developing our international reputation as 'A Land of Food and Drink'. A year focusing on Scotland's food and drink is the ideal catalyst for our industry to join with the foodservice and hospitality sectors in making this vision become a reality.
"Scottish Food & Drink Fortnight, which takes place in September, will become a focal point of activity. Throughout the year we also look forward to ensuring that the positive messages about Scottish food and drink, and all the great produce and products that it represents, become embedded into consumers' minds both at home and worldwide."