Leader Savour the Flavours II – Final Report

Background to the Project

How was the idea for the project developed?

The idea for the project was developed as a result of a thorough,

independent evaluation of the previous Savour the Flavours

project which ran during 2009-2011. This evaluation noted

emerging industry clusters of a thematic nature. The evaluation, and the committee of

Dumfries & Galloway Food and Drink Initiative, also recognised the need for an effective and

sustainable exit strategy from the project.

In planning this project D&G Food Initiative took an outcome focussed approach to devise a

programme of activity that focused around 5 target groups with the intention that support

for these groups could be sustained in the longer term by spin off or subsidiary projects.

These were thematic groups were:

Food and drink producers

End users (chefs, restaurants, retailers)

Consumers (local people and visitors)

Farmers’ & Community Markets

Young people

Savour the Flavours II sought to nurture and develop 5 subsidiary projects focussing on

these 5 target groups, all sitting beneath the StF umbrella.

Who was involved in the project? Individuals and Organisations.

Liz Ramsay was Project Manager. Her role was overseen by Dave Smith, Chairman of Savour

the Flavours and D&G Food Initiative, and she also reported directly to the Committee of

D&G Food Initiative.

Liz was assisted by supporting services including PR & Marketing support provided by Indigo

Words, Design and Branding support provided by Ian Findlay Design and Website hosting

and management support provided by Infrared web development. A new part-time post

was created with specific remit for website content generation and social media. This post

was awarded to Bruce McKenzie.

The Committee members at the closure of the project are as follows:

Dave Smith, Buccleuch Arms Hotel, Moffat

John Mellis, Honey Producer, Auldgirth

Caroline Birse, Visitors Centres Manager, Forestry Commission Scotland, Newton

Stewart

Derek Bathgate, Auchenree Farm, Portpatrick

Jacqueline Wilson, Loch Arthur Creamery, Beeswing

Allen Henderson, Owner Sulwath Brewery, Castle Douglas

Keith Irving (Chair of Castle Douglas Food Town) Irvings Bakery, Castle Douglas

Ian McAndrew (Chair of D&G Chefs Association), Owner/Chef Blackaddie Country

House Hotel, Sanquhar

Sarah Burchell (Chair of D&G Farmers’ & Community Markets Association),

Annanwater Organics, Moffat

Chirstie Baird (Chair of Deliciously Good Food Group), A Taste of Galloway, Thornhill

Lara Smith (Chair of Catered 4 Group), Buccleuch Arms Hotel, Moffat

There have been several Committee member changes as the project unfolded due to

business commitments and emerging groups during the course of the project.

What were the aims and objectives of the project?

Project Aims:

Producers, End Users & Members

To continue strong industry engagement and to facilitate collaborative working within industry groups

To raise the profile of locally produced food and drink at regional and national level and to assist in encouraging end users to use products from local suppliers.

To position D&G as a region with an exceptional artisan food & drink product.

To raise the profile and promote D&G as a food tourism destination. Consumers

To make Savour the Flavours a recognisable consumer brand, symbolising quality and excellence in Scottish food and drink.

To position D&G as an area with exceptional food and drink, working towards its establishment as one of the UK’s top food and drink destinations.

To deliver a strong local food message across the region to local people and visitors. Children / Schools

To work with schools throughout the region to enhance the delivery of a better

understanding of local food and drink available in the region.

How was the funding package assembled?

Dumfries and Galloway Council £100,000

In-kind from Board members and subsidiary groups £ 22,512

LEADER Grant Approved £122,512

Total Funding £245,024

How much money did LEADER provide?

£122,512

The Project Experience When did the project take place?

The project commenced on 20th July 2011 and was due to finish on 19th July 2013. A three month extension was granted to the project by LEADER until 19th October 2013 to enable either a smooth transition to a new funding model or a sensitive winding down of the project to maximize legacy for the industry.

What actually happened and how the was project delivered.

The project focussed on capacity building and sector development within the industry and

adopted an industry group based approach to encourage sector development and industry

collaboration. This approach has been recognised by others within the national food

industry as being highly innovative and an example of best practice. StF was instrumental in

setting up, and continuing to support, several spin off groups:

Dumfries & Galloway Chefs Association

Farmers’ Market Marketing & Development Programme, led by Dumfries & Galloway

Farmers’ & Community Markets Association

Deliciously Good Food Group

Catered4 Group

School Pilot Programme

The success of this approach has been remarkable. Four new bodies are now up and

running and are presenting significant and meaningful impacts within their area of

expertise. Each project has a clear vision for the future and what needs to be agreed and

addressed in the short, medium and long term. An exceptional impact has been the cross

working between the projects, a summary of group activities follows:

Chefs’ Association

The Association is targeting a number of

areas for development and

consideration, such as training and skills,

school education, supply chain and

events. The Chefs Association would

not have been established without StF,

and StF has provided ongoing support

and the Chefs Association works with

other StF projects including Catered4

and the Schools Pilot Programme.

Activities have been developed to address known barriers including skills and training and

the importance of promoting high quality local food on local menus.

Dumfries & Galloway Farmers’ & Community Markets Association

During the current programme period

StF was instrumental in assisting the

now constituted Dumfries & Galloway

Farmers’ & Community Markets

Association (DGFCMA) put forward a

successful application to LEADER for a

separate project to further assist six of

the farmers’ markets with a marketing

and development programme. This

programme attracted its own funding and therefore StF played a leverage role in (1) helping

establish a new Farmers’ Market body (2) devise a marketing and development programme

and (3) attract additional funding. Savour the Flavours is noted as leading the formation of

the DGFCMA and the sub group formed by six markets to pursue the marketing project

funded by LEADER and D&G Council. Without StF the Association would not have been

formed.

Deliciously Good Food Group

The Deliciously Good Food Group

(DGFG) is a private sector group who

collaboratively champion D&G food at

local and national events via high

quality event catering. DGFG has

benefitted greatly from its relationship

with StF including networking

opportunities, relationship building

across a wide variety of public and private organisations and the ability to lobby and provide

support for the group. StF has also assisted DGFG in attracting funding and support and

assisted them in their wider Scottish co-operative plans linking up with SAOS to forge links

with similar projects in Argyll and Perthshire.

Catered4 Group

The Catered4 project was established

by StF to explore market opportunities

relating to special diet requirements, in

particular Coeliac and gluten-free diets.

An informal group was initially brought

together and StF helped this group to

become formally constituted.

StF helped formulate and crystallise the

opportunity and were pivotal in responding to local business queries and bringing together a

series of information workshops and break out groups with Coeliac UK. The initial phase has

been focused on education and raising awareness about special diets and their link to

health, wellbeing and disease management.

School Pilot Programme

The ultimate aim of the pilot was to assess the impact of ‘providing added value on school

courses, notably Home Economics and Hospitality and Practical Cooking’. StF was

instrumental in developing the links between the Chefs and the individual schools. A

flexible approach was allowed to accommodate the requirements of each school and their

chefs. The programme provided five schools with their own resident chef who committed

to a variety of different courses and activities. Each chef and school agreed their own

programme of involvement as each location and chef had differing resource and

requirements.

In addition to activities undertaken in relation to these groups, other deliverables included:

A refreshed website with improved member content self management infrastructure

and an events section

Recipe for Success hospitality industry workshops

Meet the Producer trade exhibition

Royal Highland Show 2012 Cookery Theatre

showcase and support for overarching D&G

presidency footprint.

Production of a range of marketing materials,

literature and delivery of marketing

campaigns

Representing Scotland at International Green

Week 2013 as an exemplar model of Rural

Development.

What marketing was undertaken?

PR and marketing activity supported all the industry intervention activities and workshops,

as well as supporting the establishment and launch of each of the industry groups. A

marketing approach to industry communication was an important means of generating

cohesive and inclusive industry groups and cross-sector engagement. In addition specific

marketing campaigns and activities included:

Social Media

A part time social post was created and various social media

campaigns and communications established.

Flavour Taster

A mini food festival in May 2013, marketing via social media

marketing channels.

Christmas Campaigns

Seasonal campaigns including ‘Very Merry D&G Christmas’ in 2011 and a 12 days of

Christmas campaign in 2012.

Delicious D&G

This publication matured in its second year, doubling in size and moving from single

business focussed articles to more mature thematic articles which convey key

messages to the reader.

Who benefitted from the project?

More than 200 businesses, industry groups, public agencies, event organisers and other

stakeholders directly benefitted from the project. Members of Savour the Flavours who

participated in a survey as part of the independent evaluation process were asked what

outcomes their business had experienced or were likely to experience which could directly

be attributed to their involvement with Savour the Flavours.

Respondents were also asked if participating in Savour the Flavours over the past two years

had directly benefited their business. 83% of businesses noted that their business had

directly benefitted from its association with Savour the Flavours; this was greater than the

76% quoted in the 2011 survey.

Positive impacts achieved included skills development and knowledge; increased sales and a

positive impact on business competitiveness. In addition, a number of respondents noted

expected longer term impacts, such as internal processes and procedure improvements,

efficiency savings and productivity gains.

The findings from the survey suggest the total direct financial impact of Savour the Flavours

to member businesses was in the region of £155K per annum. This equates to a median

financial impact of £3,000 per business per annum (£2,000 in 2011). This is a significant

finding considering the challenging economic recession during this two year project.

These are broad and conservative economic impacts as a number of businesses were unable

to put a figure on the financial impact and a significant proportion of businesses noted that

they expected financial impacts to accrue in the future.

This assessment pays particular focus to the direct financial impact, which is only one

measure in which the effectiveness and efficiency of Savour the Flavours can be measured.

A more comprehensive overview of beneficiaries can be found in the full project evaluation.

How did the final budget turn out?

From the original project approval of £122,512, the project claimed £122,509.90.

What lessons have been learnt?

Survey respondents were asked how Savour the Flavours could be improved. Many

respondents believed the organisation was working effectively and minimal change was

necessary, some key suggestions are listed below:

The quality of staff are tremendous and should be retained

I think it has been very beneficial for small producers selling within the region so now

it's worth considering the wider market outside.

I've found Savour the Flavours to be a great support and there is nothing more i think

they could offer me that they don't already do.

I think it is a well run group who have been a great support to our business and I

can’t really see much improvement is needed, just a continuation would be very

valuable

As a start up I find them extremely necessary. I have just recently started my business

and I honestly do not have enough background to reply about improvements. What I

know is that they have put their thoughts in most of areas and that there is loads of

precious knowledge just ready to be shared.

I think they've done extremely well in the various activities and advertising which has

taken place. It has helped our confidence and we have consulted them on various

occasions.

Survey respondents provided suggestions on the role Savour the Flavours should adopt in

order to develop their businesses, many suggested the organisation was working effectively

and minimal change was necessary, additional comments included:

One to one business development strategy

I would like to see the team further enhancing the opportunity to bring producers and

end users (cafes etc) together.

Continuing to offer events both for education and networking. Another Meet the

Producer event in the future would be helpful and just continuing support and

information sharing would be helpful.

Guidance / handholding / encouragement role through network workshops. become

a key organisation for information and resources.

Will the project be mainstreamed or transferred?

During 2013 Dumfries & Galloway Council indicated that they were moving away from grant

support for external organisations and they undertook a review which focussed on how the

food and drink sector is and will remain supported through both the Council (including their

Business Gateway Contract Local service – support for Key sectors and the recently awarded

ERDF funded Business Gateway Plus D&G), the Councils ERDF funded South of Scotland

Business Competitive Project and benefits for the sector arising from the Councils

membership of Scotland of Food and Drink.

An invitation to tender was subsequently issued by the Council to provide interface services

for the sector. The Board of Savour the Flavours unanimously agreed that Savour the

Flavours would not tender for the commission for a number of reasons. As a result Savour

the Flavours is now zipped up.

Detail the sustainability of the project and/or the exit strategy.

Aspects of the project were designed with sustainability in mind, specifically the

development of industry groups, which remain active within their respective areas of

expertise. The collaborative approach encouraged and facilitated by Savour the Flavours is

a core operating function instilled within each of these groups, and these groups will

continue to effect change for their industry specialisms.

Detail how the project has addressed the LEADER issue selected in the application.

D&G LEADER issue: ‘Add value to local products’. This project has added value to local food

and drink products, and has added value to the local hospitality and tourism offering, by

increasing visibility and knowledge of local products.

Businesses have been supported in new product development and improvements in

production processes, and they have benefitted from support and training selling skills,

including marketing and promotion – support which was not previously accessible to the

majority of the food and drink sector within Dumfries & Galloway.

Examples of this include the partnership focussed approach to cluster development across

the sector, highlighting examples of industry joint working to add value to local products in

marketing materials, such as the Delicious D&G newspaper, the Meet the Producer event

which brought the producer, hospitality and retail sectors together and the Recipe for

Success workshops which took a hands on approach to skills enhancement and menu

development with a focus on locally sourced ingredients and using those local ingredients to

enhance profitability.

The project evaluation identified a number of tangible ways in which value was added to

local products, such as improvements in processes, increased exposure via marketing

activities and skills development.