Food tourism and service providers have been at the forefront of July for us; both as suppliers and recipients, highlighting the immense importance of establishing realistic goals then exceeding expectations. On the home front we are dealing with the aftermath of a flood, requiring engagement with the insurance company, loss adjustors, furniture collection and storage, dehumidifiers then ultimately, hopefully sooner than later, our studio reinstated as bonnie as before. Whilst everyone has been chirpy and well mannered, it only takes one person to leave the office without passing on a message and the chain of communication is in tatters. We are well aware of this in the hospitality business. Those who are service minded will always retain loyal customers. Add in great food and your customers are your best advert.
Establishments will have differing, often overlapping, target audiences: empty nesters and young families, golfers and walkers, tourers and cyclists, gastronomes and conventions, youth groups and pensioners. Sometimes it’s the actual building or location that determines the customers; other times, the ability of the kitchen team or the level of service offered. Then of course there is the question of economy and knowing what your market will accept.
From the glossy images of highland “coos” and creels of crustaceans portrayed on expensive websites, voluble marketeers on big budgets would have you believe Scotland has world class food tourism. Isn’t it better to be realistic and honest? Here at Scottish Food Guide, every image has been taken at a Scottish Food Guide’s establishment; transparency is our method and integrity our brand. On our most recent return to Sweden, an acquaintance made a point of telling us he had booked a trip to Scotland through a tour company and was very vocal in his negative opinion of Scottish food. I was sent this image of a “bagel” on the right, ordered from a menu, at a bagel price. The recipient was too shocked to complain but not hesitant in sharing the image.
Sadly we have a way to go and, in my opinion, stating “everything” is marvellous simply doesn’t cut the mustard. Another Swede who regularly visits on whisky travels has a similar opinion so he is not alone, and most whisky connoisseurs appreciate good food. Tick-box checklists of “local” suppliers are no guarantee of a gourmet experience. Scottish Food Guide’s Charter on the other hand addresses animal welfare, regenerative agriculture and chef skills in addition to provenance and supporting artisan producers. Hanging out with kindred spirits encourages engagement and collaboration, bringing success and satisfaction.
Back to that target audience. Surely it is better to be in the company of other gastronomic experiences where customers can trust reviews written by a qualified chef and food guide inspector of many years standing? From extensive travels and conversations with tourists, I can tap into exclusive markets and see opportunities, direct the regular stream of journalists who get in touch and channel your market to your door. Scottish Food Guide users seek out interesting places, off the beaten track or urban gastronomy, chef proprietor businesses and places of character with individuality, not run-of-the-mill. They are generally engaged and enthusiastic, loyal and vocal, sharing their experiences.
Recently I also had the pleasure of running a series of online Travel & Food Tourism workshops for a collaboration of European regions. Having gathered extensive experiences and information over the years, along with teaching and group training techniques, the opportunity was moreover a great incentive to scrutinise and categorise, consolidate strategy and review priorities, to offer the best possible experience for the 30 or so attendees, delivering the tools and sharing experiences to enable them to create and sustain fine examples of food tourism in their regions. I wish them well and am excited to follow their progress.
Here in Scotland I am also encouraged by the growing number of skilled producers and enthusiastic knowledgeable chefs and cooks, so let’s celebrate their food and skills on Scottish Food Guide. Window stickers & digital logos available for members. Click on this link to find out more, book a table or buy a product. Remember, no commissions, so bon appetit!
For a tasty event, check out Tattie Travels with Scottish Food Guide Member The Potato House. Booking link here.
