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The Fife Food Network

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.

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The Fife Food Network

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  1. 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.

  2. 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

  3. It’s all about Food and Tourists……..

  4. 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

  5. National & International Food Trends Healthy options Unique/authentic Heritage/traditional Fresh and seasonal “Proper” children’s meals

  6. Interest in food history and heritage Part of a general desire for authentic experiences

  7. 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

  8. Fresh air, lush pastures, “clean” idyllic scenery High standard of animal welfare Commitment to sustainability Environmental best practice This is what tourists see and this raises their expectation of finding high quality food here

  9. 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

  10. 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” Scottish Food – good for you

  11. 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

  12. But – we have work to do…..

  13. 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

  14. “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)

  15. 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

  16. “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” What happens to those quality ingredients?

  17. Distinctive, tasty, Scottish cuisine Local specialities, fresh quality produce Traditional recipes, simple food Value for money Good service Why is this so difficult? The Food Tourism “Ideal” Meeting Visitors’ Expectations

  18. 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

  19. 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!

  20. www.foodtourismscotland.com

  21. 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

  22. Consumer interest: Slow Food Fife

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

  24. www.slowfood.co.uk

  25. Fife Farmers’ Markets

  26. Linking chefs with producers

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

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