24 September 2019


Venue: ONE Tech Hub, Schoolhill, Aberdeen

Time: 09:30 to 16:30

Scotland’s first-ever national food tourism action plan was launched in August 2018, with the aim of making the country a globally-renowned food tourism destination and unlock a £1bn growth potential.

Food and drink have always been inextricably linked to Scotland’s natural environments including rural landscapes and coastal areas but are also increasingly linked to our vibrant cities and towns; and making connections to these can help visitors to develop a strong sense of place.

This free full-day workshop, delivered by Opportunity North East in partnership with Interface, Scotland Food & Drink, Connect Local and the Scottish Tourism Alliance, and supported by VisitAberdeenshire, brings together academic and business speakers to share insights and experiences on working with the food & drink and tourism sectors. It will offer ideas and opportunities to celebrate sense of place, tips for telling stories around local produce and highlight opportunities to help businesses develop and deliver food and drink-based experiences.

Participants will hear from experts on sense of place, destination branding and food tourism trends, as well as case studies from Scottish tourism/hospitality businesses; and enjoy the opportunity to work together in groups, share insights and network in a relaxed environment. Follow-up information and resources will be provided.


Who should attend?

•Tourism and hospitality businesses including visitor attractions and venues, transport and tour operators, retail, bars and restaurants, brewers and distillers, accommodation providers looking to develop their business through food and drink experiences.

•Individuals within tourism and hospitality businesses responsible for creating new visitor products and experiences.

•Food and drink businesses and or producers which are looking to develop business and collaboration in the tourism and hospitality sector.



9.00 - 9.30am - Registration and networking

9.30 - 10.00am - Welcome from ONE and introductions from partner organisations

10.00 - 10.20am - Session 1: Setting the Scene

10.20 - 10.45am - Session 2: Storytelling & Sense of Place

10.45 - 11.05am - Business Case Study - Craig Wilson "The Kilted Chef" & Proprietor, Eat on the Green

11.05 - 11.20am - Coffee Break

11.20 - 11.45am - Session 3: Tapping into Trends

11.45 -12.00pm - Q&A

12.00 - 12.45pm - Group Work

12.45 - 1.45pm - Lunch and Networking

1.45 - 2.15pm - Session 4: Telling your Story

2.15 - 2.35pm - Business Case Study - Jane Stewart, St Andrews Farmhouse Cheese Company

2.35 - 2.45pm - Q&A

2.45 - 3.30pm - Group Work / Coffee Break

3.30 - 4.30pm - Sum up, follow up and survey completion


Speakers include:

Dr Keith Dinnie, University of Dundee, will talk about the importance of provenance to your brand. How and why is place important when telling the story of your products and services and in what ways can you communicate this to visitors and customers?
Dr Daniel Wade Clarke, University of Dundee, will present how businesses can tap into evolving food and drink trends to create new experiences for customers and visitors.
Yvonne Cook, Visit Aberdeenshire, will talk about the food & drink tourism opportunity and how VisitAberdeenshire can support your business.
Martha Bryce, Soundbite PR, will share practical tips and insights into how to tell your own story.
Craig Wilson, Eat on the Green, will talk about his approach on showcasing the best of Scotland’s larder in his award-winning restaurant.
Jane Stewart, St. Andrews Cheese Company, will talk about how her family business has developed from a high-quality cheese production company into a diverse food tourism destination with experiences for locals and visitors alike.