Food from Argyll

During summer 2008 ten different producers wowed festival goers with high quality ready to eat food from across Argyll and the Islands. This included roast beef, lamb and carpaccio of beef from Barbreck farms of Ardfern, oysters, kippers and cullen skink from Loch Fyne Oysters, cheese burgers and macaroni cheese from Inverloch Cheese of Campbeltown; Bumble‟s sticky toffee puddings from Lochgilphead; Kingscross herb and vegetatrian dishes from Arran; Tarbert Seafood Shack scallops; lamb stovies from Stronmagachan Farm near Inveraray; lamb burgers and kebabs from Ifferdale Farm; wild venison from Winston Churchill in Cowal, Inverlussa Mussels of Mull and Arran ice cream. This group of Argyll Food Producers came together to promote and enhance Argyll and the Islands reputation for quality local produce by taking positive action to develop commercial opportunities for the area‟s food and drink. This has been achieved through attendance at music festivals where the producers formed a collective identity under the “Food from Argyll” banner. During the summer this initiative helped to target approximately 250,000 customers from all over the United Kingdom. This has not only raised awareness of the food produce from Argyll, but also the region itself, communicating the essence of Argyll through an eating experience that demonstrates the many different aspects of the region. The producers met their own participation costs at the events. They sold their products individually and retained the income. However, it was important that high quality marketing and promotional materials, including a bespoke sales area easily identified as Argyll Food was developed. The aim of the project was to support the producers‟ activity by creating a high quality brand and marketing arena. Training was also provided to producers in how to develop the types of product best suited to this type of market. The August Connect Music Festival in Inveraray signalled a return home for the Argyll Food Producers after a hectic schedule of events. Alongside Connect 2007 and 2008 the producers attended five other large scale music festivals, Rock Ness, T in the Park, Belladrum, Wickerman and the V-Festival in Staffordshire. Producers had no idea what to expect when they set up their stalls in a marquee at Connect 2007, but the success of this event gave them confidence of the demand for high quality food. As Development Manager for the Argyll and Bute Agricultural Forum, I worked with the producers to attend Connect 2007 and helped them to undertake a feasibility study, which led the producers to attend the six festivals in 2008. Argyll and Bute Council, Highlands and Islands Enterprise and Leader have helped the initiative develop. Initially helping fund the feasibility study, and then contributing to the cost of attending the 2008 events. This included taking on food consultant Alison Sykora, to train the producers to turn out delicious dishes, commissioning Randak Design to create a strong identity for the Argyll area that the producers could operate under, and materials to help theme the marquee. Plans are now being developed to take the project forward to its next phase. This will continue to promote the regions food produce through the "Food From Argyll" initiative and also make links to create a stronger identity for other sectors within Argyll. Fergus Younger Tel: 01586 552502 Email: fergus.younger@sac.co.uk

1 July 2008