Making an Impact
Rock and Roll proved to be a hit for the Argyll Food Producers after they successfully debuted at the 2007 Connect Festival.
They have since reprised their act at Connect in 2008 and also provided food service at the world famous T in the Park event. The group, which formed with the facilitation and assistance of the Argyll & Bute Agricultural Forum and support from Highlands and Island Enterprise, Argyll and Bute Council and Leader, had to take risks, overcome skills issues and be prepared to make cash investments to achieve success. The group's story is clear proof that collaboration can help businesses get into new markets, increase profits, share costs and marketing - but there are obstacles to overcome to get there.
DF Concerts, the organisers of the 2007 Connect Festival, held at Inverary Castle, wanted to see local quality food on offer at the event. The Argyll and Bute Agricultural Forum took on the challenge and the Strategy Development Manager, Fergus Younger, approached a number of local producers who were already selling through farmers' markets, farm shops and by mail order.
Seven businesses expressed an interest in taking part - Bumble Puddings, Inverloch Cheese, Inverlussa Mussels, Kingcross Herbs, Ifferdale Lamb, Barbreck Farms, Loch Fyne Oysters - but few had experience of 'ready to eat' food service on such a scale.
At this point, Fergus managed to interest Highlands & Islands Enterprise, which helped the group bring in a food technologist, Alison Sykora. Alison worked with each company to develop suitable products and give them training in public food service catering - health and safety, food preparation, cooking, portion control and service management.
Right from the start, they embraced two of the fundamental elements of collaborative working - investing cash and time without knowing what the return would be, and sharing costs.
To get into this market, the most effective approach is the one taken by the Argyll Producers - they created a 'pavilion', which became a visitor attraction at the event, rather than just a place to pick up something to eat. The marquee offered them the opportunity to create the foundations of a brand which highlights the quality and origins of the products on offer. But to achieve this, they had to work together, with support from Fergus and Alison Sykora.
Working together to break into the market has reaped other rewards for the businesses, as well as new products and new skills. They have invested in new machinery and equipment which will help them in their other activities; some have begun cross-selling - Bumble Puddings are now on sale in the Loch Fyne Oyster shop, for example; and they have created new employment in the area.
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Key points from this case study:
- a third party can help facilitate a group of companies that want to collaborate
- the group had to develop new skills and products to enter a new market
- they had to take risks and share costs
- they had to agree to co-operate in this market whilst remaining competitive in other markets
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