Glasgow Business . 31
www.glasgowchamberofcommerce.com
A home-brewed success story
The food and drink sector sought to capitalise on the opportunities presented by 2014. Sector body Scotland Food and Drink implemented a strong marketing, communications and media plan to highlight the role of food and drink across the 2014 events. The aim was to boost awareness of Scotland’s national larder and the producers behind it. James Withers, Chief Executive
of Scotland Food and Drink, said that at the core of their efforts was the aim of boosting Scotland’s reputation as a place that excels in producing superb food and drink and that the major events of 2014 had played an important role in that. Involvement in the 2014 events
proved important for a range of food and drink businesses. It was, for example, pivotal in the growth of Home Ground Coffee, based in Cardross, West Dumbarton, which received support from Scotland Food and Drink to take part in the 2014 events.
Alastair Moodie of Home Ground Coffee tests the quality of roasted coffee beans
now come to us and sell their event as opposed to the other way round. We’ve also secured a distributor for our coffee – Espresso Services – which provided our machines during the Games. “Events really serve as our
advertising; we don’t do any other marketing. We used Glasgow 2014 to conduct market research and actually developed two new blends during the Games using customer feedback. These are now our bestsellers.”
Alastair Moodie of Home
Ground Coffee said that the company had taken part in the Food and Drink Village at Bannockburn Live “as a test really to see what Glasgow 2014 could be like.” That experience led to a
whole new approach in which the business’s presence at events is a key part of its sales and marketing drive.
Moodie said: “We now
employ staff for five months of the year during peak event season and have collaborated with one of our employees to create a barista training school.” He continued: “Since our
role in the big events of 2014 we’ve seen a huge increase in our sales with turnover growing to more than £120,000. Clients
GLASGOW SCIENCE CENTRE AND IMAX Glasgow restaurants enjoyed
some of their busiest ever days. Te retail sector was boosted by the highest footfall recorded in the month of July. Tere were some incredible
successes and stimulation to a wide range of business sectors. But the overall level of the success of the 2014 Games is hard to gauge. It is hoped that it will play a
significant part in a wider effort by Scotland’s tourism industry and
Never before have we been able to promote Scotland’s culture, landscapes, architecture, food and hospitality to so many at once
its agencies to continue to drive tourism figures upwards. Mike Cantlay, Chairman of
VisitScotland, said: “Scotland’s tourism industry has a vision to bring £1 billion extra tourism
spend to Scotland by 2020. Te Commonwealth Games, as one of the major events of 2014 alongside the Ryder Cup and the Year of Homecoming, provided us with the momentum to
achieve this. Never before have we been able to promote Scotland’s culture, landscapes, architecture, food and welcoming hospitality to so many people at once. “With the highest ever
combined spend by domestic and overseas visitors in a decade, it is clear that the engagement and high profile of major global events such as the Commonwealth Games had a distinct impact last year.”
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