Ad campaign will capitalise on this year’s events
A YEAR-long programme showcasing Scotland’s food and drink promises to raise the profile of Scottish restaurants.
The Year of Food and Drink will promote Scottish produce through a range of events in 2015.
Speaking at a launch event in Edinburgh Richard Lochhead, cabinet secretary for food, said: “Scotland’s food and drink is world-renowned for its exceptional quality and unrivalled provenance and so it comes as no surprise that it is already a big draw for visitors.
“My ambition for Scotland as a good food nation is for us all to make the most of our outstanding natural larder, which has a turnover of almost £14 billion.”
The initiative is supported by a new campaign from VisitScotland, which includes a TV advert, social media activity and international marketing.
It aims to raise awareness of Scotland’s restaurants and hotels as well as the country’s food and drink producers.
Mike Cantlay, chairman of VisitScotland, said: “2014 showed the world that Scotland was the perfect place to visit with warm welcoming people, a fantastic atmosphere and unmissable events.
“The Year of Food and Drink will see visitors far and wide come and sample our enticing natural larder and Scots enjoying the delicious cuisine that is right on their doorstep.”
James Withers, chief executive of Scotland Food & Drink, said the initiative could not come at a better time following Scotland’s success in hosting the 2014 Commonwealth Games and Ryder Cup events.
He said: “Scotland’s reputation for world class produce is advancing across the globe as well as at home and we can now keep the momentum up through 2015, following all the efforts to showcase it this year.”
