Building Cultural Capital in Food and DrinkIntroductionThe Highlands and Islands valuable and distinctive culture can help stimulate growth, encouraging more people to live, work, study and invest in the region.

Tradition, customs and culture are often embedded in local food and beverage production and consumption. The food and drink sector within our region offers speciality foods of local provenance, prepared by skilled craftspeople and often offered within a traditional setting.

The opportunity is to use our culture to help create value through, for example, more Protected Geographical Indication (PGI) status products – more companies developing distinctive branding and better placed to tell the story about connections between their products, place and the people who produce it.

Authenticity of product, strong connections to localities, and a well-defined regional offer for this sector all bring potentially transformational impacts for the Highlands and Islands region.

Business Cultural CapitalProvenance, tradition, heritage, authenticity, geography, Gaelic, crafts and skills, original stories and history: All of these can be used to improve the consumer engagement, increase sales and margins, and to promote the business in a sustainable way.

The combination of all of these defines your own unique Business Cultural Capital (BCC). For our purposes Business Cultural Capital is defined as:

A group of non-financial assets that a company can employ to enhance its business.

What makes good Business Cultural Capital for a food business?

Business Cultural Capital can come from everywhere: people, places, things; ideas, beliefs, events and activities. We’ve identified five major groups of Business Cultural Capital which can help food and drink businesses.

People in the business: You and your team, past, present and future

The business itself: Its history, its ethos, and location

The things you sell: Their origins, provenance and quality

How you make the things you sell: Processes, ingredients and skills

Your customers: How they use your products and why.

This document provides you with

A checklist to help you define your own unique BCC

Real-life case studies showing how other companies, at home and abroad, have maximised their own BCC

First, a word on Provenance, Authenticity, and how to protect it…

Provenance and AuthenticityIn early 2014 a significant report from global research agency FutureBrand, highlighting the importance of provenance and authenticity to contemporary brands, was published by the World Advertising Research Centre (WARC).

The FutureBrand research involved collating quantitative data from 1,050 consumers and opinion formers from around the world. Drawn from the United States, France, Brazil, India, China, Japan and Australia, the research tapped into their purchasing power and global perspective to understand how origin and brands influence consumer preferences and choices. Commercial brand directors and managers at global blue chip organizations also offered their insights on country of origin as a key attribute for brand differentiation and the role category association’s play in driving competitive advantage for individual brands.

The results were surprising: country of origin, design and manufacture were all ranked higher than traditional drivers of choice like price, availability and style.

The report describes how a brand’s origin will become an increasingly important short-hand for quality, ethics, authenticity and expertise.

Authenticity: Producing unique products or services with unique standards that can be connected with the country’s history, people or geographical situation.

Differentiation: Demonstrating difference from its competitors through approach, heritage or culture.

Quality standards: Showing commitment to safety, craftsmanship, manufacturing excellence and transparency.

Expertise: Being identified as the ‘best’ in a category or having created or defined it.

Consumers will increasingly seek out ‘origin brands’ to help them make choices consistent with their values and needs. An ‘origin brand’ will be defined as one that deliberately differentiates through country of origin both in its story (history, founder’s name, identity, design and experience)

and its production (raw materials, processes, manufacturing location, expertise and standards).

Whilst this is often true of niche brands today, ‘origin brands’ will increasingly enjoy mainstream, mass market reach and success.

The implications for brands could be profound. First, if a brand owner is ‘borrowing’ associations from a place, they now need to consider if that story is authentic and own-able. If they do have authentic reasons to use those associations, like being invented there, or created by someone from that place, then they need to consider the best way to protect that association as an asset, because it is going to be increasingly vital for differentiation.

If the story is inauthentic, there is every chance that consumers will begin to migrate to alternative brands.

Second, if the brand is authentically associated with a place, then the brand owner needs to consider how important manufacturing in that place is to consumers. Does it have unique skills or resources that qualify it for expertise in the category? Is it geographically closer to the target market and therefore a more sustainable or economically viable choice?

The report concludes that the more a brand is associated with a country of origin that has unique products, a differentiated message, genuine expertise in the category and the highest quality standards, the more likely it is that a consumer will consider it. In addition brands can expect to enjoy better awareness and reputation, command a higher price premium and out-perform

competitors with a less complete country of origin story.

EU Schemes which help improve and protect BCCWhere food and drink producers have strong BCC linked to geography and/or traditional processes or recipes, it may make sense to seek some protection under one of the following EU schemes.

The following EU schemes aim to encourage diverse agricultural production, protect product names from misuse and imitation and help consumers by giving them information concerning the specific character of the products:

Protected Designation of Origin - PDO: covers agricultural products and foodstuffs which are produced, processed and prepared in a given geographical area using recognised know-how.

Protected Geographical Indication - PGI: covers agricultural products and foodstuffs closely linked to the geographical area. At least one of the stages of production, processing or preparation takes place in the area.

Traditional Speciality Guaranteed - TSG: highlights

traditional character, either in the composition or means of production.

Registering a product name under PGI, PDO, or TSG SchemesA group of producers must first define the product according to precise specifications.

An example of the successful application for PGI status by Stornoway Black Pudding can be found here.

Here is the application to register the name 'Scottish Wild Salmon' as a Protected Geographical Indication (PGI) under the EU Protected Food Name Scheme

This following link takes you to an interesting PowerPoint presentation by Quality Meat Scotland on the use and application of PGI status to Scottish Meat

Producers in the EU should send applications to the relevant national authority: List of EU national authorities [148 KB] .

Find out which product names are registered or have been applied for by checking out the DOOR database ("Database of Origin and Registration") of PDO, PGI and TSG.

Find out which product names have been cancelled or have a cancellation on-going by checking the table of PDO, PGI and TSG cancellations [371 KB] .

The Case StudiesIn the following section we’ve highlighted five businesses (three Scottish and two from elsewhere) who have maximised their Business Cultural Capital. We’ve shown how these businesses fit with our BCC Checklist and highlighted how this transfers into real-life plans and actions. We hope they provide inspiration for you in developing your own BCC.

Copas TurkeysSummary

Prior to their 2004 redesign Tom Copas said "We have a great product but no brand, and I want to own the Christmas table."

Copas Turkeys are very special. The Copas family have been rearing them for Christmas since 1957. Their birds are truly free range, roaming the cherry orchards until adult maturity.

These fine products demand fine packaging and communications – highly crafted, highly authentic, highly ethical – telling the Copas family's rich stories across copy and claims.

"Copas Turkeys command higher premiums and that is absolutely supported by their brand identity. It is joined up, supportive and fully integrated. Packaging sells, whilst building an 'inspirational brand' and the right to charge a premium, but this only works if the product delivers on promise, and it does."Pig & Poultry Marketing Magazine, 2011

The Business Cultural Capital Checklist – Copas Turkeys

Type of Cultural Capital Description – The Copas story ImpactYou and your team How did you come to work

for your business? Your background? Your Skills and training? What do you believe in? What causes do you

support? What are your aims?

Tom Copas and family had been living and working in Cookham since 1868, they began farming in 1901 and in 1957, Tom’s personal passion for turkeys began.

Copas Traditional Turkeys remains a passionate, hard-working family business where everyone mucks in.

The COPAS Partnership runs sister businesses based in, and helping to develop, the town of Cookham.

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Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

Tom Copas’ father had the idea of letting him start a turkey business, to keep him on his toes after leaving School. That first Christmas, Tom managed to sell 153 turkeys to local markets and families, some of whom remain customers today.

Kings Coppice Farm, Cookham, the family home since 1901

A true family business – all four of Tom and Brenda’s children are involved in Copas one way or another.

An experienced husbandry team is led by Steve who has worked with Copas Turkeys for over twenty years.

Marrying the very best of centuries-old production values with state-of-the-art facilities.

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The Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

The British like tradition. And when it comes to Christmas, nothing is more traditional than a Christmas turkey dinner with all the trimmings.

Approximately 10m turkeys sold at Christmas time via both the multiples and, more traditionally, high street butchers and delis.

Being Game-hung for 2 weeks is integral to Copas Turkey’s unrivalled eating quality, providing both a truly tender eating experience & an altogether superior depth of flavour.

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The Business Cultural Capital Checklist – Copas Turkeys - continued

Type of Cultural Capital Description – Tell your story ImpactHow You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and

exciting? Traditional and reassuring?

The machinery: Unique/old/better/radical?

The buildings Ingredients/Suppliers Collaborations

Copas Turkeys live longer than most. The benefit is their dense meat & superior fat cover. This natural fat layer not only makes traditional dry plucking possible, but it means Copas Turkeys don't need to be basted, buttered or covered with bacon to retain their succulence.

Over 25 different breeds provide beautifully finished adult birds in all weight categories.

Dry plucking by hand is slow & labour intensive. However, because the turkey is kept dry, they can be hung for an extended period. Hanging is one of the main reasons why Copas turkeys taste so great.

Traditional breeds from specialist British hatcheries, grown at a natural pace, maintaining a natural, compatible diversity within the flocks.

Fed on an oat-rich, nutritionally-balanced, natural cereal diet that’s ethically sourced & completely free of growth promoters or other nasties.

Free Range Bronze & Free Range Organic stroll freely around cherry orchards & grass meadows taking in the fresh air as soon as they’re old enough. Making them truly free range!

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Your Customers Who buys/eats? When?

Why? Who are they How do they use your

products? Local vs international? Traditions and heritage Loyalty Collaborations

As a seasonal premium producer, Copas operates within a niche sector supplying independent retailers, with products only available for one day of the year.

Tom Copas - 'the turkey is the most important part of the most important meal of the year'. A special Christmas dinner demands a special turkey.

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The Business Cultural Capital Checklist – Copas Turkeys - continued

Conclusion

Copas Turkeys have great BCC.

Their BCC is based on: Long (local) history and family involvement Traditional and sustainable rearing techniques Distinctive, superior product quality

Their BCC is distinctive, sustainable, and defendable.

Their BCC is brought to the fore in their packaging designs, promotional materials, and their web site.

Copas’ design specifically builds on their BCC with:

Traditional typefaces reflecting their strong history and traditional rearing practices

A personal touch with Tom Copas’ signature on the box, reflecting the huge role Tom and the family play in the business

Bold product descriptions highlighting the distinctive processes that Copas use to raise their turkeys

Chatham Island Food CoSummary

A seventh generation Chatham Islander and founder of the Chatham Island Food Co, Delwyn Tuanui was born with fishing in his blood. Located 800km off the coast of New Zealand in the middle of nowhere, the Chatham Islands is a tiny archipelago where 'living on the edge' is part of daily life. There are no parking fines, no mobile phones and no worries: life is shaped simply by the elements.

Del founded his business in 2011 to share his island's extraordinary produce with the world, including his elusive export – the Chatham Island Blue Cod. Found only in the Chathams' nutrient-rich waters, where cold southern and warm northern currents mix a rare carbon sink, this is no ordinary fish.

By telling the story visually and verbally, a compelling tale is articulated that builds awareness for the place, sheer passion for the produce and new opportunities for the community. The Chatham Island Food Co. was born.

By maximising their Business Cultural Capital through improved packaging and support material the business delivered:

130% increase in sales and 86% increase in profit. 110% increase in customer base. Major presence at Australia's premier restaurants, from Sydney's Mr Wong to Melbourne's Circa.

The Business Cultural Capital Checklist – Chatham Island Food Co

Type of Cultural Capital Description – The Chatham Island Story ImpactYou and your team How did you come to work

for your business? Your background? Your Skills and training? What do you believe in? What causes do you

support? What are your aims?

Delwyn Tuanui, a seventh generation Chatham Islander founded the Chatham Island Food Co in 2011 in order to share his island’s extraordinary produce, particularly his elusive export – the Chatham Island Blue Cod - with the rest of the world.

With fishing in his blood, Del was a one-man show selling fish, bucket in hand, door to door, telling his story as he went.

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Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

Del founded the business in 2011 to share his island's extraordinary produce with the world, including his elusive export – the Chatham Island Blue Cod.

The Chatham Islands are a tiny archipelago with a total population of 600, located 800km of the coast of New Zealand, there’s no place like them.

The rare surrounding waters provide food for phytoplankton (the lifeblood of the fish population) and a thriving marine ecosystem, which is what makes its Blue Cod vastly superior.

Catching Blue Cod, however, is no easy task. Navigating these waters takes a natural understanding - hence Del employs a handful of local fishermen to get the job done. It's certainly not for your average fisherman.

The business is committed to sustainable fishing practices.

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The Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

‘Produce like nowhere else on Earth, from nowhere else on Earth’ – Chatham Island Blue Cod is unique in its provenance. It is found only in the Chathams’ nutrient-rich waters, where cold southern and warm northern currents mix a rare carbon sink, this is no ordinary fish…

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The Business Cultural Capital Checklist – Chatham Island Food Co - continued

Type of Cultural Capital Description – Tell your story ImpactHow You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and

exciting? Traditional and reassuring?

The machinery: Unique/old/better/radical?

The buildings Ingredients/Suppliers Collaborations

Catching Chatham Island Blue Cod is no easy task. It takes the skill and the natural understanding of the rare surrounding Chatham Island Waters. Therefore only local fisherman can successfully get the job done.

Every catch is logged by date, time and location, so that all Food Co. produce is delivered fresh from ocean to plate within just three days.

Sustainable fishing processes are always used.

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Your Customers Who buys/eats? When?

Why? Who are they How do they use your

products? Local vs international? Traditions and heritage Loyalty Collaborations

The Chatham Island Blue Cod now appears on the menus of some of Australia's best restaurants, including Sydney's China Doll and Rockpool, and Melbourne's Circa, Coda, Taxi and Flower Drum, to name but a few.

The majority of all restaurants now highlight the fish on the menu as 'Chatham Island Blue Cod'.

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The Business Cultural Capital Checklist – Chatham Island Food Co – continued

Conclusion

The Chatham Island fish co. has great BCC.

Their BCC is based on:• Their unique location• Traditional and sustainable fishing techniques, which relies on a natural understanding of the unique

waters in which their product inhabits.• Unique, superior product and great service

Their BCC is distinctive, sustainable, and defendable.

Every element of their branding echoes the idea of “food from theedge”. The brand-mark tree, created by blowing flecks of charcoalacross paper, captures the elemental force of wind and instantly makes a connection with the raw conditions.

The brilliant blue colour, which hints at the stormy, unpredictable weather, also links to the Chathams' mighty Blue Cod.

Like a day in the life of the Chathams, every image conjuresthe gritty reality, harsh terrain and undeniable beauty ofthe place. Even the local's friendly characters are laid barethrough emotive, close-up portraits.

To emulate the Food Co's passion for sustainability, business cards are printed on 100% cotton paper.A series of easy tear-off postcards serve as both business communication and a storytelling piece. The packing tape also allows any box to be rebranded the Food Co., and most importantly, tells a story about its origins:1,415 hours of sun, 12-18 degrees, wild winds up to 100km per hour.

With community and authenticity right at the heart of thestory, the company has created an extraordinary identity foran extraordinary place, with produce like nowhere else onEarth.

Great Glen Charcuterie Summary

Anja Baak and her husband Jan Jacob set up this unique business 10 years ago selling delicious charcuterie products, created using wild Scottish venison.

Originating from the Netherlands, Anja and Jan Jacob embraced their new location of Roy Bridge, a little town situated in the rugged Scottish Highlands. There they discovered the delicious and sustainable red meat - venison. Experiments with cuts of the meat on a hand built smoker in the family’s garden soon lead to the creation of ‘Great Glen Charcuterie’. The first company in the UK to produce wild venison.

As the business has developed other unique products have been added to the range, along with the creation of a brand that highlights their roots as a family business (Anja has a strong presence in social media where she frequently draws on household goings on!) and celebrates the land in which provides their unique and healthy product.

The Business Cultural Capital Checklist – Great Glen Charcuterie

Type of Cultural Capital Description – Tell Your Story ImpactYou and Your Team How did you come to work

for your business? Your background? Your skills and training? What do you believe in? What causes do you support? What are your aims?

Great Glen Game began in 2002, set up by Jan Jacob, whilst working on a Scottish estate.

At first, producing charcuterie was a hobby of Jan Jacob’s, a side line to his work, he would experiment with meat using a hand built smoker in the families garden, but after praise from dinner guests prompted Jan Jacob to start a business.

Originally from the Netherlands, Jan Jacob trained as a vet and worked in farming and fish farming before moving to the Scottish Highlands with his wife, Anja and their children. They had always dreamed about going abroad, to a country where there was more space and more freedom. When Jan Jacob was offered a job as an estate manager himself and Anja knew this was an opportunity not to be missed!

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Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

When Jan Jacob was working as an estate manager he was involved in the management of Wild Deer. He loved the venison and started experimenting with the meat. After sharing the meat with friends who loved it they encouraged him to start a business.

The old Butcher shop in Roy Bridge had been empty for years and he managed to get a lease for the building. The whole place was kitted out with the right machinery and production was started.

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The Business Cultural Capital Checklist – Great Glen Charcuterie – Continued

Type of Cultural Capital Description – Tell Your Story Impact

The business is family run, with Anja overseeing the marketing and sales whilst the older children help out at trade and consumer shows.

The family love living and working in a rural, unspoiled part of the world.

The Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

The wild venison used is sourced from Estates around the family in the Scottish Highlands.

Deer management is very important in the Scottish Highlands and part of the way of life and economy of the area. The deer roam the wild hills in Scotland, making the meat very sustainable and a very healthy alternative to traditional pork based charcuterie due to it being low in fat and high in iron.

Great Glen Game changed its name to Great Glen Charcuterie earlier this year. When we started we were a Game Dealer and this was reflected in our name. In 2006 we stopped selling fresh venison and focused only on the production of Charcuterie.

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How You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and

exciting? Traditional and reassuring?

The machinery: Unique/old/better/radical?

The buildings Ingredients/Suppliers Collaborations

Great Glen Charcuterie uses the best meat available, working with a local game dealer who begins processing the deer for them.

The company uses modern innovative techniques to produce their charcuterie. This is coupled with using high quality meat, organic or fair trade spices and salt to create a truly unique and sustainable product.

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The Business Cultural Capital Checklist – Great Glen Charcuterie – Continued

Type of Cultural Capital Description – Tell Your Story ImpactYour Customers Great Glen Charcuterie is sold

Who buys/eats? When? Why? Who are they?

How do they use your products?

Local vs heritage? Loyalty Collaborations

all over the UK in independent retailers such as food halls, delicatessens and farm shops and used by many chefs.

The charcuterie can be enjoyed on their own as part of a meal, in starters or as a snack.

There is a following of consumers through social media such as Twitter and Facebook who talk about the product to their friends and share recipes and different ways to eat these unique products, Anja also regularly shares her own recipes on the company’s social media and webpages.

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The Business Cultural Capital Checklist – Great Glen Charcuterie – Continued

Conclusion

Great Glen Charcuterie have a unique BCC which is sustainable and defendable.

Their BCC is based on:- A business ignited by genuine interest and built on family involvement- A unique product- The breath taking landscape in which the family live and work

The companies BCC lies in the how the business began and that it is family run. The uniqueness of their product, and that it can only be sourced from the Scottish Highlands gives it a strong story of provenance and one which Great Glen Charcuterie celebrate.

The company’s BCC is promoted via their website and all marketing materials, always including their unique story and employee base! Anja is also very active on social media and as a result has generated a strong following of charcuterie consumers who share recipes and different ways to enjoy this unique and healthy product.

Gigha HalibutSummary

On the island of Gigha, the unique species, Atlantic Halibut - hippoglossus hippoglossus is grown. Not to be confused with Greenland Halibut, Mock Halibut or Chicken Halibut which are seen to be of inferior quality.

Produced on a community owned, self – sustaining island, Gigha Halibut’s unique methods in food production reflect the same values in which their location is built upon. The business adopts a land – based system of aquaculture where the water is pumped onto the land and into tanks. The system has no adverse effect on the surrounding marine environment and is a system recommended by the Marine Conservation Society. They also make use of the community based wind farm, making the island a net exporter of electricity, allowing the fish farm to benefit from using this renewable energy source.

Gigha Halibuts smoked and fresh products have gained recognition from foodservice and the food industry. They supply their fresh halibut to high end local restaurants and further down central Scotland. Their products have secured them as finalists at the Scotland Food & Drink Excellence Awards 2013, seafood product of the year at the 2013 Marine Aquaculture Awards and the New Product Award at the Highland and Islands Food and Drink Awards 2013.

The Business Cultural Capital Checklist – Gigha Halibut

Type of Cultural Capital Description – The Gigha Halibut Story ImpactYou and your team How did you come to work

for your business? Your background? Your skills and training?

The main man behind Gigha Halibut is Alastair Barge, whose father was a pioneering Salmon farmer and Alastair worked with him until they couldn’t compete with the volumes other

What do you believe in? What causes do you support? What are your aims?

salmon farmers were producing so looked for something else.

Having looked at a variety of species Alastair finally selected halibut, it required huge financial investment at great risk with a long wait to see any return on your investment (the fish take 4 years to grow)

However, Alastair managed to persuade investors to back him and so after many years of research Gigha Halibut was born.

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Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

We are very proud of our farm on the beautiful island of Gigha, it’s a wonderfully beautiful and clean place for us to grow our fish and the fish love the environment there too. We aim to always support the community owned island and its residents in every way we can.

Sustainability is at the heart of everything we do, from using the community wind farm on Gigha to the organic diet we feed our fish. The tanks create a very safe and clean environment for our fish and remove the need for antibiotics.

Originally a family business farming salmon until the market became so huge it was difficult to compete with the volume. The Barge family looked for an alternative species and favoured halibut due to its high yield, premium quality and meaty flesh but also because it was such an old species that was becoming endangered and needed conserving

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The Business Cultural Capital Checklist – Gigha Halibut - Continued

Type of Cultural Capital Description – The Gigha Halibut Story ImpactThe Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs

Our tag line is ‘Sustainable fish from Gods Island’ as that is what Gigha is known as, the Norse translation of Gigha is Gods Island

Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

We called our fish Gigha because that is where they are farmed, helping to make this small community famous for an outstanding product.

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How You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and

exciting? Traditional and reassuring?

The machinery: Unique/old/better/radical?

The buildings Ingredients/Suppliers Collaborations

The husbandry of our fish is second to none and all of the wonderful food they are fed, care they receive and their ability to move freely in fresh clean water results in a truly exceptional meaty fish.

Halibut farming is a labour of love, it is an extremely difficult fish to produce, it’s very challenging and can be soul destroying at times but the fact that we know we are allowing people to eat Halibut of exceptional quality with a clear conscience as we help to maintain the precious endangered stocks makes it all worthwhile.

The land based tanks on Gigha were perfect for our fish, we pump fresh Atlantic water into the tanks at 1400 litres per second. We are able to look after the fish individually as our tanks are not overcrowded and the fish love and thrive in this environment.

Our farming methods are traditional with the only exception being the land based tanks.

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The Business Cultural Capital Checklist – Gigha Halibut – Continued

Type of Cultural Capital Description – The Gigha Halibut Story Impact Our Smoker is a family run business

in its third generation of traditional smoking, their artisanal skills combined with the aroma of the whisky barrel smoke and our

beautiful fish results in an amazing new delicacy for our Smoked Gigha Halibut

Your Customers Who buys/eats? When?

Why? Who are they? How do they use your

products? Local vs International? Traditions and heritage? Loyalty Collaborations

Our fish, fresh and smoked are loved by the world’s top chefs. They know that having our fish on their menu shows that they buy only the best quality produce for their discerning customers

Currently only available online and in a few small specialist shops we plan to expand our distribution of our smoked fish over the next year. We had to build on our reputation for great quality to be able to gain the credibility for the new smoked product, so now, with a few awards under our belts, our very happy fish and 2 outstanding products we aim to continue to supply the best halibut you can buy, fresh and smoked, but we will always be fairly exclusive as we don’t want to get so big we lose our sustainable and artisanal values.

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The Business Cultural Capital Checklist – Gigha Halibut – Continued

Conclusion

Gigha Halibut has a strong BCC

Their BCC is based on:

- The reason behind its inception- The unique location and product- Their sustainability ethos and traditional methods they use

Gigha Halibut’s BCC lies heavily in the company’s sustainability ethos and the specific methods and processes they use. This is continually referred to in their branding.

The company’s name and tag line celebrates the halibut’s origins and the islands history. Their packaging, albeit simple details the story behind the product and encourages consumers to visit their beautiful island.

It is Gigha’s website in particular that effectively uses their island to promote their product. With the stunning images of the islands landscape, to their features on using the islands wind farm that make the production of Gigha Halibut possible.

Gigha Halibut’s strong sustainability ethos, the specific methods and processes they use to farm their fish and their continual references of their beautiful island allows the company to produce a brand of halibut like no other, easily identified by its provenance and the strong island community behind it.

Isle of Skye Brewing Co.Summary

‘One evening in 1992, some schoolteacher friends met in a local pub – and conversation turned to the lack of good beer on Skye. Someone jokingly suggested that setting up a brewery would be the only way to remedy the situation.At the time there were just six small independent breweries in Scotland – and none on Skye. Could it really work?It could, and it did.’

Isle of Skye Brewery was the first commercial brewery on the Isle of Skye and Western Isles and is one of only 3 craft breweries in Scotland with an original founder/owner still on board. The brewery’s head brewer was also the first female brewer (Brewster) of modern times and one of the first in the UK.

Isle of Skye Brewing Co. has an exceptional back story and is a company that continues to grow. One of the strongest roots of their success is their eye catching branding and how it portrays the location of Skye.

The Business Cultural Capital Checklist – Isle of Skye Brewing Co.

Type of Cultural Capital Description – Tell your Story ImpactYou and your team How did you come to work

for your business? Your background? Your Skills and training? What do you believe in? What causes do you support? What are your aims?

Angus MacRuary, Head of Business Studies and Economics at Portree High School founded Isle of Skye Brewery, with a teacher colleague, in 1994.Production commenced in 1995 in a purpose-built brewery on the waterfront at Uig, adjacent to

the pier where the ferry leaves for the Outer Hebrides.

In 1996, Angus acquired his partner's share of the business and, in 1998 left teaching in order to focus entirely on the brewery.

Initially brewing was undertaken by Angus's partner but, after his departure, Pam Jones (now Pam MacRuary), who had been assisting, took over full responsibility for brewing duties. This made Pam, a trained chef, Scotland's first female brewer (Brewster) of modern times and one of the first in the UK. Pam was taught initially through the employment of a brewing consultant but with her flair and natural talent for brewing quickly developed into one of the top brewers in the country. Angus, with his background in business education, was responsible for admin, finance, marketing and sales in the early days, with some of these moving to new staff as the business developed.

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The Business Cultural Capital Checklist – Isle of Skye Brewing Co. - Continued

Type of Cultural Capital Description – Tell your Story Impact

Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

One evening in 1992, some schoolteacher friends met in a local pub in Portree – and conversation turned to the lack of good quality "real ale" on Skye. One jokingly suggested that the setting up of a brewery would be the only way to remedy the situation. At the time there were just six small independent breweries in Scotland – and none on Skye. Could it really work? It could, and it did. Three years after that night, 2 of those teachers were ready to brew their first ale – Red Cuillin. It was such a success it is still brewed to the same recipe today. Twenty years on, with Skye Brewery now one of the oldest of the new wave of craft breweries in the country, this beer remains the brewery's best seller.

If you’ve visited Skye, you’ll know the imposing grandeur of the landscape – walls of rock meet with ever-changing light and shade. The brewery is set in the heart of this dramatic scenery, right next to the pier at Uig. And while this is the gateway to the Western Isles, it could just as easily be the ends of the earth.

Skye Brewery has always been part of the local community on Skye, and Uig in particular. Staff are recruited locally and are all trained in-house by Angus and Pam. It is now one of the major employers in an area where employment opportunities are limited.

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The Business Cultural Capital Checklist – Isle of Skye Brewing Co. – Continued

Type of Cultural Capital Description – Tell your Story Impact The brewery was the first

commercial brewery on the Isle of Skye and Western Isles and is one of only 3 craft breweries in Scotland with an original founder/owner still on board.

The Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

The Brewery has 4 ales in its ‘core’ range, each one created to a traditional recipe, sometimes using handpicked ingredients sourced on the island (including the brewery’s own milled grains). Paying tribute to the dramatic mountain scenery of Skye, the 4 core ales were originally named after the mountains; their descriptions also suggesting similar attributes to the spectacular Skye landscape. And while the business have recently rebranded, the mountain imagery is still present on each piece of IOS Brewery branding.

The brewery also create a number of limited addition ales, their origins all based on legends and historical events which took place on the island.

When people think of "the Isle of Skye" they think of that rugged scenery but they also associate fresh clean air and water with it. This is something that the brewery capitalises on it its marketing.

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The Business Cultural Capital Checklist – Isle of Skye Brewing Co. – Continued

Type of Cultural Capital Description – Tell Your Story Impact Being located within a Gaelic-

speaking community, the language is also seen as an

important part of the brewery's culture. This is reflected in part of the company's name - "Leann an Eilein" - "Island Ales" or "Ales from The Island". Several beers are branded with Gaelic names, such as "Tarasgeir" and "Eilean-Or".

How You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and

exciting? Traditional and reassuring?

The machinery: Unique/old/better/radical?

The buildings Ingredients/Suppliers Collaborations

"Quality" is a much-used word but it is at the heart of Skye Brewery. Many breweries are content to use the cheapest of ingredients and to adopt techniques to make the brewing process as easy as possible. This is anathema to Skye Brewery, which uses whole grain malted barley and mills it at the brewery immediately prior to brewing. This allows it to be sourced locally (Inverness), unlike other breweries who need to obtain their barley from England in a ready-milled form. Skye Brewery also uses its own unique culture of live yeast, unlike others who go for the ease of dried yeast. Oats and honey are also sourced locally and the brewery staff themselves pick rowanberries, and a Skye grower provides blaeberries in season for speciality beers.

Although on a mains water supply, this comes from the world-famous "Fairy Glen" across the bay from the brewery

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The Business Cultural Capital Checklist – Isle of Skye Brewing Co. – Continued

Type of Cultural Capital Description – Tell your Story ImpactYour Customers Who buys/eats? When?

Why? Who are they How do they use your

Isle of Skye beer on draught is available in a large number of outlets up and down the UK, while their bottles can be

products? Local vs international? Traditions and heritage Loyalty Collaborations

found a numerous specialist beer shops as well as in supermarkets such as CWS and Booths.

Traditionally, export markets have been for bottled beers but Skye Brewery is looking into the exporting of kegged products which, unlike "real ale", have a shelf-life and format more suited to overseas markets.

Although actively seeking to expand into new markets, Skye Brewery will never forget its heartland - the Highlands and Islands of Scotland and Skye in particular. The brewery is pleased to have retained and to still supply 90% of the customers it first supplied back in 1995. This it puts down to its commitment not only to producing the highest quality of beers, but in providing customers with the highest quality of service. Personal relationships are seen as very important and Skye Brewery regards many customers as friends. The same ethos applies to the relationships that have been built up over many years with its suppliers.

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The Business Cultural Capital Checklist – Isle of Skye Brewing Company – Continued

Conclusion

Isle of Skye Brewing Co. has strong BCC

Their BCC is based on:

- The business inception- The people behind the business- The ingredients used to create their product and the unique

location in which the brewery is based.

The creation of the Isle of Skye Brewing Co is unique and a great back story to the brewery. The brewery’s website aims to tell stories; the story of the brewery, its people and the story of Skye. Even including a timeline detailing the islands history.

Throughout the marketing of IOS Brewing Co’s ales the unique location and heritage of Skye is captured; the mountain imagery on the bottle labels, the core range originally being named after the islands mountains and the Gaelic-language used in part of the company’s name and branded beers – Isle of Skye Brewing Co consistently pay tribute to their heritage. Even after undergoing an award winning rebranding the packaging still remains faithful to the businesses backdrop along with their rapid growth and successes, they continue their loyalty to promoting the beautiful Isle of Skye via their products and business ethos.

Business Cultural Capital Check-listThe definition of culture in this context is broad and incorporates things like provenance, tradition, heritage, authenticity, geography, Gaelic, crafts and skills and original stories and history. These can be used to improve

the consumer experience, increase sales and to promote the business in a sustainable way.

How do I know if I’ve got it, and what do I do with it, once I have it?

The first thing to do is to run through the checklist we’ve created below. It’s unlikely that you’ll have a great story to tell under every heading. Try and identify which are the strongest elements of your Business Cultural Capital (BCC) and build on those. If you feel that any areas of your BCC are weak or undermine your strengths then you may need to deal with that first.

The Checklist

Use the checklist below to see where your Business Cultural Capital is hidden. When filling it in, imagine you’re telling the story of your business.

The best BCC tells a story in way that makes consumers want to be part of it: They want to buy the products, and support the people involved.

You can then do your own assessment as to which elements of your BCC are high impact (ticking the relevant column on the right). For each element on the checklist think about the following:

Does this make us different from the competition? Does this add value to our proposition? Is this something that I can defend (against scrutiny and vs competitors) Does this open up new opportunities for us (products, markets, customers, and partners)? Is this easy to build on or will it take lots of investment to bring it to life?

The more strongly you can answer “yes” to these questions, the higher-impact that element of your BCC is likely to be. Once you’ve completed the checklist and are clear on your areas of strong BCC you can decide how to use it. Things to think about are:

Products: Do they maximise our BCC? Is it reflected in the products themselves, the ingredients and flavours; the packaging and usage instructions? Could you go for PGI status?

Price: Does the price positioning in the market reflect the strength of your offering vs the competition?

Communication: How well do your packaging, advertising, and promotion build on your BCC (check out the case studies for great examples)? Can you build relationships or collaborate with other businesses or organisations with similar BCCs?

Place: Where are your products sold? Are there any new channels or customers who are interested in your BCC story: Speciality? Tourism? What are the opportunities to grow your business?

The Business Cultural Capital ChecklistType of Cultural Capital Description – Tell your story ImpactYou and your team How did you come to work for

your business? Your background? Your Skills and training? What do you believe in? What causes do you support? What are your aims?

What is it about you and your team that help define the business? Why are you so passionate about it? What motivates you? What links you to the business, the environment and the community?

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Your Business How did it start and why? Where are you and why? The building’s history Your employees, where are

they from and how do they get their skills?

What is the business ethos?

Think about how the business is shaped by the local/national environment and culture. What makes it different to other businesses?How has history shaped the business: key events? Key people? Traditions? Heritage? Geography?

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The Things You Sell The history, heritage,

tradition, legends Links to

celebrations/events/beliefs Geographic difference Why is it named as it is? What is different about it? Flavours and taste?

The story of your products: Why are they like they are? What makes them different from products from other areas/countries?What links them to your region and community? High Medium Low

How You Make The Things You Sell Quality Crafts and traditions Skill levels and training Technology: New and exciting?

Traditional and reassuring? The machinery:

Unique/old/better/radical? The buildings Ingredients/Suppliers Collaborations

What is it about the way you do things that makes you different? Unique processes/recipes? Ancient or radical production kit?Is the location critical?Is ingredient supply critical? Relationships with suppliers?How does this link to the wider community?

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Your Customers Who buys/eats? When? Why?

Who are they How do they use your

products? Local vs international? Traditions and heritage Loyalty Collaborations

Why do people buy your stuff? Why do they keep coming back? Do your products always get used with something else? An indispensable ingredient/element in a meal or at an event?How might consuming your product help define a person or community?Used by local retailers? Local Foodservice? Organisations?

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Getting Help with Building your BCCThe following organisations can provide advice and help in developing your plans to build your Business Cultural Capital.

Highlands and Islands Enterprise (HIE) is the Scottish Government's economic and community development agency for the north and west of Scotland. HIE's purpose is to generate sustainable economic growth across the Highlands and Islands. Or contact Ewan Macauly: ewen.macaulay@hient.co.uk

Scotland Food & Drink, established in 2007, is a not-for-profit organisation that was created to guide food and drink companies of all sizes towards increased profitability.

Scotland Food & Drink is a unique leadership organisation - supported by the Scottish Government - tasked with growing the value of Scotland's food and drink sector, making it more profitable and delivering greater global success in a challenging and competitive market.

Plunkett Scotland develops a range of community ownership services for Scotland and in recognition of the distinctive social, legal and economic landscape north of the Border. Plunkett Scotland encourages community ownership to address a wide range of issues in addition to local retailing such as cafés, libraries, pubs, and fuel pumps.

Tourism Intelligence Scotland (TIS) is delivered in partnership with Scottish Enterprise, Highlands and Islands Enterprise, VisitScotland and the Scottish Tourism Alliance.

TIS offer free access to a range of useful insights and provide practical hints and tips on how to use this market intelligence to get ahead, stay competitive and prosper.

The Scottish Association of Farmers’ Markets represents more than 50 Farmers’ Markets in Scotland

Working closely with rural crafts and other food producers, farmers have brought fresh, local produce into city, towns and villages, offering consumers an alternative shopping experience. Farmers’ Markets are now a major attraction on the High Street.

SAOS (Scottish Agricultural Organisation Society) strengthens the profitability, competitiveness and sustainability of Scotland’s farming, food and drink, and related rural industries and communities through the development of co-operation and joint ventures.

Food & Health Innovation Service directly supports Scottish food and drink companies seeking to exploit the market for healthy food and drink products.

The Community Food Fund is financed by The Scottish Government and has been created to promote local food and drink, supporting development of food trails and networks and establishing local food and drink events.

Think Local will help champion local food, by supporting projects and events across Scotland. Think Local is about bringing together various elements of the food and drink sector, allowing them to direct their efforts to best advantage those working in the industry.

VisitScotland work to ensure that our visitors experience the very best of Scotland, and that the country makes the most of its outstanding tourism assets and realises its potential.