Food promotion makes money.

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Author: Stones, MikeRiley, Jonathan

SCOTTISH FOOD FORTNIGHT

SCOTTISH FOOD Fortnight generated extra sales of food and drink worth many thousands of pounds to the country's rural economy and was recognised by more than 1m people, says organiser Scottish Countryside Alliance.

"We are still monitoring the impact of the campaign but early results look highly promising," said Jo Papworth, the event's project manager. About 65,000 leaflets promoting the event were distributed in Scotland together with newspaper, TV, radio and website promotions (Scottishfoodfortnight.co.uk).

This year's event, which aimed to promote Scottish food and drink and reduce food miles, took place between Sat, Sept 18 and Sun, Oct 3.

Campaign patron Lady Claire Macdonald said every fortnight should be Scottish Food Fortnight. "Scottish food should be promoted 52 weeks of the year. Supermarkets have no loyalty to Britain; so shoppers should buy from local butchers, fish mongers and green grocers who support locally produced produce."

Promoting the best of Scottish regional food and drink sourced from close to its point of production was the key achievement of the campaign for Brian Murphy, chef director of leading restaurant Fouters in Ayr.

"Our lamb comes from a farm 12 miles from the restaurant and potatoes from a field six miles away. 99% of people buy from supermarkets because it's convenient but Scottish Food Fortnight highlights the benefits of local food," he said.

Howard Wilkinson, food producer and chairman of food promotion group Ayrshire Food Network, agreed that persuading people to buy more local food would be a tough challenge. "90% of people would say that they support local food but only 2% of food is bought from a farmers' market," he told FW. "We have to bridge that gap and become much smarter about how we deliver food to people.

• Scottish Food Fortnight helps by reinforcing links between the food sector and the supply chain." Scottish Food Fortnight was financed by the Scottish Countryside Alliance Educational Trust and aquaculture company Marine Harvest.

"Through Scottish Food Fortnight we intend to reinvigorate our passion for good Scottish food while reinvigorating our rural communities."

Tony Andrews, chief executive of Scottish Countryside Alliance

"It does a great job in raising awareness of Scottish food - telling people they don't have to travel far to find really good quality products that they cannot buy in supermarkets."

Casey Rust, marketing executive of Kathellan, Fife visitor attraction

"Scottish food should be promoted 52 weeks a year. Scottish Food Fortnight helps put that point across."

Lady Claire Macdonald, patron Scottish Food Fortnight

"It highlights the benefits of local food.'

Brian Murphy, chef director of Ayrshire restaurant Fouters

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By Mike Stones

Edited by Jonathan Riley, 020 8652 4915