There is now a greater interest than ever in food, and how it is produced, sold and cooked. Viv Collie champions collaboration across the Scottish food scene and David Andrews asked her views on progress.
Q You have been involved in local food promotion for some time now. Have you noticed any change in attitude to it?
A Yes it is now a joy to work in the sector. There is a lot more awareness, information and support. Many more people are talking about food. Nowadays I’m not asked: “Why are you doing it?” People are more interested and engaged.
Q Do you see a different attitude from consumers?
A Yes, I think we have seen a cultural shift. Scottish people seem much more interested in where their food comes from and the stories behind food production. There is also research which shows that visitors want authentic food experiences and are prepared to pay for quality Scottish or regional products.
Q You have been involved in farmers’ markets for some years. Have you seen them develop in that time?
A Farmers’ markets provide a huge opportunity for customers to meet producers. Possibly we could hold them more regularly than once per month so they can create alternative shopping patterns. A shorter time between markets would offer good local food on a more regular basis.
Q You are also involved in promoting food in the Dundee Flower and Food Festival. What role does that play?
A The festival provides a wonderful opportunity to bring together growing, gardening and the cooking and eating experience. The show promotes the World Jampionships, the World Potato Championships, and fabulous floral and vegetable displays. We bring highly skilled celebrity and locally based chefs who pack out the cookery theatre as they demonstrate use of the best Scottish and local produce.
Q So it has an educational role?
A I think it provides a tremendous opportunity to showcase food from Tayside and the surrounding area. We have phenomenal talent in terms of chefs and colleges on both sides of the Tay, and we are surrounded by amazing produce. We can show people living in town and country what the local area can provide. .
Q You have just finished working with the St Andrews Food and Drink Festival. Is that a different type of event?
A The focus is to encourage people try the St Andrews food and drink experience at a traditionally quiet time of year. The town has an active working harbour where fabulous crabs and lobsters are landed. There are farm shops nearby, award-winning ice cream is made in the town and there are two amazing breweries, two newly opened distilleries and retailers with incredible knowledge.
The area has food and drink production at its heart and an amazing array of places where you can eat and drink.
Q You are also a founder and coordinator for Fife Food Network (Food from Fife). What does that organisation aim to do?
A We set it up to help food and tourism businesses work more closely together, and to help promote them in Fife and beyond. Another aim is to provide opportunities for consumers to find food produced locally, and where to eat it.
Q What else does Food from Fife do?
A We have organised training courses for some of our tourism businesses, including B&Bs and guest houses. We had a lot of fun with them, working closely with the local college. That has been a really successful partnership. Our Fife Larder and Fife Food Map publications have been very popular.
Q How successful has Food from Fife been?
A We have helped to bring more awareness of Fife’s natural larder and our food tourism businesses. It is not just us, a lot has been done by Scotland Food and Drink, VisitScotland, industry organisations, the media and educational establishments.
We are beginning to see the results of all the focused hard work on food and tourism in our economy. There is more to be done.
Q Throughout you have talked about food and not specifically organic food. Is there a reason for this?
A I think customers demand a range of different priorities when purchasing their food and drink and it is great to be able to offer choices.
Some people look for fair trade, some for organic and some for local. Others want assurance on nutrition, sustainable production and high animal welfare.
For many chefs availability and consistent supply are also high on the agenda and, of course, taste is also crucial.
I think there is still a lively market for organic produce and the best organic producers give us beautiful produce. One of the first and best organic farms is right here in Fife.
Q How did you get into food promotion?
A I think there were two reasons. I was doing some work with the City of Discovery campaign in Dundee, and was then asked to develop the food side of the annual festival. That really stimulated my interest, and made me think about how towns and cities could work with local food producers and businesses.
I worked with the North Sea Commission, and visited projects in different countries.
I met a lot of people who were passionate about their local produce and food culture and I realised there is a lot we can learn from each other.
We are often dealing with similar issues such as supply chain, access to markets and promotion.
Q Do you shop locally?
A Yes. A fish van stops at the door. We buy from local farm shops, fruit growers, our own town’s only butcher and its two bakeries. We are so lucky to have such quality on the doorstep and throughout Fife.
Of course there is still a place for supermarkets which are now stocking more locally grown and Scottish fruit, veg, meat and poultry, and clearly identifying the producers.
Q In promoting local food are we ahead of the game?
A We need to keep learning. Visitor expectations are constantly changing. There are always things we should do. We should never be complacent.
Q So there is quite a link between education, tourism and food production?
A Yes, this is really important. We are at a very special time, with people coming into our colleges to learn about hospitality, cooking, food production and tourism management. We have the talent, produce, enthusiasm and interest and it is really important that we keep them joined up.
Q What else are you working on at the moment?
A In the food world I’m co-ordinating the new East of Scotland Seafood Project, an exciting collaboration involving local authorities, businesses and industry organisations from the Borders to Shetland. We want to help people try, buy and eatfabulous Scottish seafood as part of a wider European project.
Q In food terms, if you had one wish for the future what would it be?
A It would be to keep everyone working together and building on the good work we are already doing. Continued cooperation will bring more rich rewards for food, tourism and consumers in Scotland.