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Background

NjordFrey, established and registered in Rwanda in 2018 as a social enterprise, offers advanced farming solutions to developing farmers in Rwanda, so that they may decrease levels of malnutrition within their immediate community while experiencing stable economic growth.

This is done by offering these farmers access to sustainably designed aquaponic starter kits, seasonal input product lines, e.g. seeds & fingerlings, and operational training to allow them to become independent, all as part of an outgrower credit model.

NjordFrey are in the process of implementing their flagship farm in 2020 to showcase its solution and secure further collaborators and investment for large scale-up.

Challenge

NjordFrey were looking for an academic partner to apply for the Innovate Catalyst Round 8 Agri-tech competition. This Department for International Development (DFID) funded competition was for projects on agri-tech and food chain innovations with partners in eligible African countries. The aim of this competition was to increase the pace of development and scale of uptake of agricultural and food systems innovation by farmers and food systems actors (such as manufacturers, processors, retailers, distributors, or wholesalers) in Africa.

NjordFrey was specifically looking for support from an academic partner in any of the following areas:

Solution

NjordFrey was referred to Interface by the Knowledge Transfer Network to find an academic collaborative partner.

After scoping up the project and sending it on to various universities within Scotland, Ruth Oliver from Interface matched NjordFrey with four academic institutes for further discussions. After which, NjordFrey partnered with the University of the West of Scotland (UWS) for funding applications. The partners were successful in receiving an Innovate UK grant of almost £300k to collaborate on an 18-month project. This project is now underway and both organisations are working together to develop a Digital Health Monitoring System (using non-invasive sensors to provide a real time status of the farm health to improve yield and reduce errors) to improve food security in the developing world.

Benefits

Within Rwanda, 1.8 million smallholder farmers, looking to provide a nutritious protein and plant-based diet while increasing yields to support economic growth, are limited by; high capital costs for high yield solutions, promotion of basic farming techniques by competitors, lack of routes to market, and falling into a dependency trap with other solutions.

NjordFrey (NF), Rwanda, offers these farmers access to sustainably designed aquaponic starter farms via an outgrower credit model, seasonal input product lines e.g. seeds and fingerlings, operational training to allow them to become independent, and facilitates routes to markets.

In collaboration with the University of West of Scotland (UWS), this project is looking at developing a Digital Health Monitoring System that has a high-tech back end (sensors and machine learning) with a low-tech font-end approach (SMS/voice call) to feedback actions to farmers in an inclusive manner, providing NjordFrey with a data-driven product to capture market share in Rwanda.

Overall, our solution will remove high upfront costs and technical barriers, provide increased yields of organic produce, increase calorie intake by 28% and income 10-fold for up to 100,000 farmers and their 240,000 family members, via 2,000+ farms within 10 years. Tackling malnutrition (affecting 34% of children under 5) while improving livelihoods via this model is an innovate first within Rwanda and targets many of the UN Sustainable Development Goals.
 

Business benefits

Follow-on Activity

NjordFrey has since gone on to have the following work-based learning projects with students at both the University of Strathclyde and the University of Glasgow, facilitated through Interface:

MSc Management Science (Strathclyde) – Supply chain and Market development – The business required additional data on agriculture markets / supply chains within Rwanda and the opportunities and challenges as a result.

MSc Management Science (Strathclyde) – Business Modelling – NjordFrey required a financial/business model to be developed that would allow them to forecast their 5-year financials and, importantly, run multiple scenarios/simulations within the context of a developing country in East Africa. Ultimately, the outputs of this project would be used to direct their financial strategy.

MBA Consultancy Week (Glasgow) – Export Strategy development – The MBA group were assigned to look at the projected amounts of fish and veg produce over five years, from 32 farms, and develop and market the business’s export strategy to Europe and the rest of the world from Rwanda.

Background

Dr Werner Kissling was a German aristocrat who was born into great wealth but ended up living as a tenant of a bedsit in Dumfries. He left the German diplomatic service whilst posted to London in 1931, unwilling to work for a Nazi government. Instead, he pursued academic research in the UK even after anti-Hitler activities cost his family their fortune.

Dr Kissling was a distinguished ethnologist, particularly taking photographs in the Western Isles of Scotland.  He made the first ever film to use spoken Gaelic and is regarded as one of the great photographers of the Western Isles.

Dumfries Museum houses an extensive collection of photographs taken by Dr Kissling between 1935 and the 1970s.  Many show images of crafts people and agricultural workers from New Zealand to the Western Isles of Scotland at work, some practising crafts which have since died out.

Challenge

In 2018, a suitcase of Dr Kissling’s personal possessions was donated to the museum.  A great deal of work had been done already in terms of sorting, copying and documenting the contents of this suitcase, but further work was required to archive, digitise and catalogue them.

This inspired the Dr Werner Kissling Project 2019, a project to document the newly acquired collections and collect reminiscences from people who remembered Dr Kissling.

Solution

Mari Findlay, from Interface, put Siobhán Ratchford, curator at Dumfries Museum, in touch with the Scottish Graduate School for Arts & Humanities (SGSAH) Internship/Artist Residency programme, where PhD student Kirsty Kernohan expressed an interest in the project.

Kirsty, who was studying anthropology at University of Aberdeen, created over 500 new catalogue records for the museum’s collection and developed a record identifying Kissling collections in other institutions, available for future research by public and experts. She also compiled three online information pages including around 120 digitised photographs for Future Museum, a resource showcasing the collections of museums in Ayrshire and Dumfries & Galloway. Kirsty’s work on Futuremuseum.co.uk can be viewed here.

Benefits

Company – A Scottish museum’s internationally significant collection of photographs has been expanded and preserved for future generations, thanks to Interface’s connections. The staff at the museum were delighted to see Dr Kissling’s collection finally honoured and become more accessible to the public.

Academic – The Dr Werner Kissling Project 2019 gave the PhD student the chance to take on a multi-faceted project in a museum context, allowing her to put into practice skills she had gained volunteering in other museums and through her PhD research.  Previous experience on anthropological fieldwork allowed her to conduct ethical interviews and add to the museum’s records, and research experience allowed her to collate information about Dr Kissling, enhancing the museum’s collection.

Kirsty won the Truckell Prize 2020 for her research paper into Dr Kissling, awarded by the Dumfriesshire and Galloway Natural History and Antiquarian Society.

Background

Go Upstream provides a practical training and design programme for transport providers, helping to make services more inclusive for people living with dementia. They bring people with dementia together with people who provide travel and transport services, putting their voice at the heart of future mobility service design.

Challenge

Travel connections can be challenging, potentially creating barriers to travel, and if the challenges lie in the spaces in between services, how do we discover them, how do we go about reducing barriers, and who is responsible for making improvements?

In 2018, Transport Scotland called for ideas for projects to address some of the challenges identified in Scotland’s Accessible Travel Framework.  This became the focus of a new project that brought together a broad group of partners, led by Go Upstream and funded by Transport Scotland*, called ‘Making Connections: the spaces in-between’. The project idea was to bring disabled people together with transport staff to explore connections from rail stations to ferry terminals and then collaboratively design solutions to these challenges. 

It was an ambitious proposal that required a partnership with many different skills. 

The project partners tapped into the expertise developing here in Scotland around improving environments and services for people with dementia. Making Connections has benefitted from the growing network of projects and organisations funded by the Life Changes Trust.  Partners include StudioLR who are working on improving signage, Paths for All who are changing the way that we think about inclusive outdoor environments and the British Deaf Association who will ensure that the views of deaf people who are affected by dementia are included.

Transport Scotland placed a large emphasis on evaluation and it was important for Go Upstream to bring in specialist expertise to ensure that they could track and describe the project’s impact. 

Solution

Referred by Business Gateway, Interface introduced Andy Hyde of Go Upstream to Catharine Ward Thompson, Professor of Landscape Architecture and director of the OPENspace Research Centre. 

OPENspace is an international research centre, based in the universities of Edinburgh and Heriot-Watt, which contributes evidence on why inclusive access to the outdoors matters.

It is a collaborative, multi-disciplinary team, bringing together experts in landscape architecture, environmental psychology, human geography and forestry.

Addressing the full spectrum of open space environments – from city parks and squares to remote rural landscapes – their work informs policy on health and wellbeing, social inclusion, countryside access and sustainable urban development.  They focus on the benefits to be gained from getting outdoors and the barriers currently experienced by different users, particularly those from disadvantaged groups.

It was OPENspace’s previous experience of working with people in different outdoor environments, as well as taking a qualitative approach, that was key to tracking the project’s impact.

Benefits

A key benefit of having the OPENspace team involved in the Making Connections project was the ability to use their monitoring and evaluation results to inform the design of the project approach and tools as the project progressed. By taking this reflective approach, Go Upstream ensured that they were able to keep aligned with their guiding document, Scotland’s Accessible Travel Framework. 

*The new fund provides support to projects which enable the central vision outlined in the Accessible Travel Framework – that all disabled people can travel with the same freedom, choice, dignity and opportunity as other citizens – with a particular focus in encouraging more sustainable active travel options.

Background

Independently run since 1797, Johnstons of Elgin makes beautiful knitwear, clothing and accessories from luxurious wools. The company is synonymous with unique heritage, craft and style; yet, it continues to lead the way in technical innovation, using state-of-the-art techniques and tools to create timeless products for the world’s leading luxury fashion brands.

Challenge

In 2011, with increasing pressure on companies to curb carbon emissions, together with spiralling energy costs, Johnstons of Elgin wanted to analyse its energy usage across the main business units of dyes, weaving, logistics, finishing and yarns. At the time, it was very difficult to differentiate across the company the exact costs associated with each of these utilities and energy costs.

An initial consultation with Interface and a site visit led to a project scope designed to investigate options to improve company performance whilst reducing costs through energy and carbon management.

Solution

Interface identified expertise in six universities and subsequently brokered a partnership between the company and The Energy Academy at Heriot Watt University.

Through a PhD studentship, a project was initiated to review strategies that would enable the company to reduce energy costs and market the carbon footprint in each area of the business as well as each product.

Follow On

To further elevate its own brand, improve its global competitiveness, and improve productivity, Johnstons is now innovating in the quality control and measurement of the finish on high-end cashmere fabrics. 

Challenge

A reliance on human touch and feel in assessing the quality of such luxury products has traditionally been standard in the industry and is estimated to be a direct contributor to the 25% rework rate recorded in Johnstons’ finishing process. This existing subjective measurement approach leads to product variability and waste.

Solution

An Interface enquiry resulted in a Knowledge Transfer Partnership (KTP) with the University of Strathclyde to carry out pioneering research into innovative techniques and technologies for objectively measuring traditionally subjective finish attributes of its woven cashmere pieces.

As a result of the KTP brokered by Interface, Johnstons went on to partner with a nationally recognised leader in measurement through A4I (Analysis for Innovators) to design and develop a system for objective and quantitative assessment of its product finish. The system developed will not only help Johnstons to drive down its costs associated with reworks and remakes, but it will also verify the potential for scaling up to 100% inspection of product moving at speed through Johnstons manufacturing line.

These projects were partly funded by £60k of Innovate UK funding. 

Impacts

Company – This measurement system has increased their accuracy by 30%, reduced their rework rate by 90%, their rework waste by 30% and reduced the cost of producing their quality fabrics by 80%.  In a world where finish is artisan and considered subjective, being able to satisfy high-end designers with more precise specification of choice of finish is invaluable.

Academic – The KTP Associate has since been employed by the company in the role of Technical Director.

April 2021

Johnstons of Elgin’s commitment to sustainability recognised with Queen’s Award. Scotland’s second oldest family business has been awarded in the Sustainable Development category for its 360-degree approach to sustainability and leading the way in ethical manufacturing.

Background

RIGOCAL (which stands for “RIGOrous CALculation”) provides civil engineering, surveying and marine mammal observation services for energy, construction and offshore industries.

The guideline for offshore piling in the UK Continental Shelf, set by the Joint Nature Conservation Committee (JNCC), requires that JNCC certified Marine Mammals Observers (MMO) should monitor the presence of marine mammals within a mitigation zone around the source of noise during pile driving for offshore wind construction.  The most popular way to do this is by using binoculars with the data being recorded manually by MMOs. This method faces criticism because it does not have a wide view of the area (360 degrees) and it can only be done in good visibility (daylight) with good sea conditions.

RIGOCAL is architecting the best way to use infrared (IR) cameras to detect marine mammals when they approach the sea surface in the vicinity of offshore structures under construction. Their novel concept combines machine learning with Infrared and High Definition videos to automatically detect and classify marine mammals.

Challenge

The company was looking to do a feasibility study into the development of an algorithm for the automatic extraction of marine mammals (seals, dolphins, whales, porpoises) in video images from thermally detected radiations (infrared camera) and high definition images (RGB camera).

Solution

Scottish Enterprise referred RIGOCAL on to Interface, who then put the company in contact with the Edinburgh Parallel Computing Centre (EPCC) at the University of Edinburgh as they have expertise in advanced data analytics and image recognition capability based on the utilisation of machine learning technologies.  In collaborating on this project, EPCC were able to make use of its specialist facilities – namely its High-Performance Computing and Data Infrastructure located within the University.

The feasibility study was funded by a Scottish Funding Council Innovation Voucher.

Benefits

Company Benefits

EPCC closed a gap in RIGOCAL’s technical and resource capabilities for developing a machine-learning algorithm to analyse data in real-time. This innovation will change the way traditional marine mammal observation is conducted providing more accurate and consistent service at a lower cost.

The RIGOCAL approach allows a 360-degree view of the area. This approach is also innovative in that marine mammal detection will be made possible during the night and in poor visibility because of the advanced IR sensor. This will allow pile driving to start even in low visibility, especially night time, which will enable the offshore piling construction companies to operate 24/7.

As a result, RIGOCAL’s new service will contribute to reducing total operation hours, therefore cost.  Cost reduction during the construction phase will lead to total cost reduction in offshore wind development, helping the industry to achieve the UK government’s goal of driving down the levelised cost of electricity.

The technology applied for this specific environmental issue will also open up new opportunities, not only from additional environmental perspectives – such as protecting birds against collision with the blades of wind turbines, and leak detection from oil pipelines – it will also save human life in the sea by allowing automatic detection of castaways.

Academic Benefits

EPCC will benefit from:

(1) increased capability in the application of advanced data analytics and machine learning,

(2) an opportunity to grow its target market across the marine/energy space, and

(3) strengthening its position as a sustainable centre collaborating with industry.

Follow-on Activity

The company has recently secured OGIC (Oil and Gas Innovation Centre) funding as well as further funding from the DataLab, which is to be used in conjunction with the OGIC funding.

Please note that Interface administers the Innovation Voucher Scheme on behalf of the Scottish Funding Council. All funding applications are reviewed on a case by case basis by the Scottish Funding Council, guidelines can be found here.

Background

Scotland accounts for 70 percent of the UK’s total gin production, which is being largely driven by the growth in craft distilleries, 35 of which have opened in Scotland in less than three years, offering over 100 gin variations. Many distillers produce gin while they wait for whisky to mature.

There is a vast array of botanicals that may be grown in Scotland and therefore a wide palette in terms of flavour and aroma that may be incorporated into Scotland’s distilled products such as gin.

Challenge

The use of local or novel botanicals has become a popular method to create gins with a unique selling point and several members of the Scottish Distillers Association, (SDA – previously called the Scottish Craft Distillers Association), have worked with Heriot-Watt’s International Centre for Brewing and Distilling (ICBD) on new product development experimenting with botanicals that may be sourced close to their distilling operations.

The recipe development process can be very complex, particularly when working with novel or large numbers of botanicals. To simplify the process, it is useful to distil individual botanicals to determine their flavour and aroma attributes to predict their contribution in the final recipe.

The Botanicals Library was created to address this challenge and reduce the time and cost of recipe development and widening the possible options for botanical choice.

Solution

Originally, Interface supported the partnership between Heriot-Watt University’s world-renowned International Centre for Brewing & Distilling with the Scottish Distillers Association that enabled the development of a unique library of over 40 botanicals grown in Scotland. The initial funding from Interface was supported by R&B Distillers, Strathearn Distillery and Glasgow Distillery Company, representing the Scottish Distillers Association.

Interface supported the further development of the Botanicals library by the ICBD and SDA partnership which allowed extension of the library to include a range of botanicals not cultivated in Scotland, but with significant importance in gin production. The extension to the library was supported by Ncn’ean Distillery (formerly Drimnin Distillery), together with Glenshee Distillers, Glasgow Distillery and Verdant Spirits, representing SDA.

Heriot-Watt’s International Centre for Brewing and Distilling has distilled each botanical individually, assessing the flavour and aroma profile as well as mouth feel. It now features 72 botanicals that can be grown in Scotland, including nettles, lavender, dandelion and chaga fungus, which grows on birch trees.

Today, the Botanicals Library is available for the members of the Scottish Distillers Association to utilise and exploit in their innovation and production of new recipes.

Business benefits

Matthew Pauley, Assistant Professor at the ICBD and a drinks industry consultant, who led on the distillation of all the botanicals, said:

“Our botanical library will help gin producers create Scottish gins with locally available botanicals that are available in dried form, from a sustainable source, to ensure consistency and availability.

“The library enables us to tell producers how a botanical will perform under the conditions used in gin production.

“Several members of the Scottish Distillers Association have already used the botanical library to create new gins. By coming to the lab, they can experiment and explore new flavour palates, with less ‘trial and error’.”

One business which benefited from using the Botanicals Library is Highland Boundary, a craft distillery based in Alyth. Co-founders Marian Bruce and Simon Montador identified a gap in the market for Scandinavian-inspired spirits with the botanicals sourced from local woodlands. Marian Bruce, said:

“By accessing the expertise at Heriot-Watt University we were able to try out different botanicals to produce new flavours of spirit with distinct Scottish flavours reflecting Perthshire’s “big tree country.”

“Now that we have launched our first product, Birch and Elderflower Wild Scottish Spirit, we want to build the company and create employment in an area where manufacturing jobs are few and far between.”

David Wilkinson, Edinburgh Gin’s Head Distiller, said:

“Seaside Gin was the first of our collaborations in partnership with Heriot-Watt University’s Brewing and Distilling MSc course. Such has been the success and popularity of Seaside Gin, we have had to transfer production from the small 150 litre still to our larger 1000 litre still at our second site. We will now be producing 1300 bottles per distillation, with at least 4 distillations per month. Testament to the success of developing and using a fantastic botanicals library resource for the benefit of the industry in Scotland.”

Professor Alan Wolstenholme, Chair of the Scottish Distillers Association, added:

“Over the last few years there have been a large number of Distillery start-ups in Scotland. Whilst several spirits are being successfully produced, the one which has been most prominent has been gin with many new brands achieving a well-regarded status amongst customers whilst raising the profile of the entire sector.”

Academic Benefits

To date, over 30 distilling MSc projects have incorporated use of the library to create new gins and botanical liqueurs which will continue to increase with future projects.

The main impact of the MSc projects and the Botanicals Library has been a reduction in product and process development time so there is less “trial and error” for companies. It has also enabled greater understanding of both the production process and botanical behaviour, which is now included as part of their teaching.

Additional/Key outcomes

The Botanicals Library is a shared resource designed to benefit distillers across Scotland. The collaboration across distinct geographic areas in Scotland has been vital in identifying a broad range of potential botanicals.

Initially developed to help Scotland’s gin producers create unique, new products, the library is now being used to ensure Scottish gin meets the import standards of countries like the USA. Several members of the Scottish Distillers Association have already used the library to create new gins and botanical liqueurs and support export activity.

With 70 percent of the UK’s gin produced in Scotland, and sales expected to hit £1.5 billion by 2020 (according to Scotland Food and Drink), the library is good news for producers who are eyeing the domestic and international markets.

The Botanicals Library team won the Multiparty Collaboration category of the Scottish Knowledge Exchange Awards 2019 hosted by Interface.

Background

Re-Tek, who provide refurbishment and resale of used IT equipment, was established in 1996 and is based in East Kilbride, South Lanarkshire. The business has 45 employees in Scotland as well as partners in Europe, America and Asia.  Operating on an ‘incentivised return’ business model, they are leaders in the IT disposal industry offering re-use as a secure, environmentally sustainable method of asset retirement.  In 2018, Re-Tek extended the life of 200,000 used technology items for business and the consumer, therefore preventing the need for these items to be inefficiently or needlessly recycled or landfilled.

The company sources most of its equipment from medium to large-sized businesses and public sector organisations, and they aim to re-market as much of the material received as possible. Approximately 80% of all equipment received is refurbished and re-marketed.  Only equipment which is non-functional or has no market value goes to conventional IT recycling partners. Re-Tek’s facility has LED lighting throughout, a Biomass Boiler and a 62 Solar Panel Array, providing approximately 80% of their energy needs from renewable sources. They take sustainability and corporate responsibility seriously and work closely with WRAP (Waste and Resources Action Programme) and Zero Waste Scotland.

Challenge

The project partners, Re-Tek and Enscape, were keen to find a partner in academia, specifically individuals or teams with expertise in recycling/reclamation of rare earth minerals and in precious metals recovery from electronic waste. This was to partner in a bid for a €166k tender across four countries in the EU, released by EU Life/WRAP UK, which was designed to identify collection models in phase one, and recovery processes in phase two for Critical Raw Materials (CRMs).

Whilst Re-Tek were confident they could deliver Phase 1 (identifying collection models), they needed to identify a project partner to help them deliver Phase 2 (Recovery Phase), as the extraction process would be quite specialised given the recovery materials. 

Solution

The Scottish Institute for Remanufacture referred Re-Tek on to Interface who, after putting out an expertise search to various universities within Scotland, was able to connect them with Professor Andrew S Hursthouse from the School of Computing, Engineering & Physical Sciences at the University of the West of Scotland (UWS).

Re-Tek and UWS were successful in their tender for WRAP and three years on presented the results of their collaboration at The Royal Society in London. The partners are still working together to develop their ideas and are currently involved in a Horizon 2020 two-stage bid. This has also involved Re-Tek and partners networking across the EU through a recent COST Action project co-chaired by Prof Hursthouse.

Benefits

The company received grant funding for approximately two years to support collection models underpinned by Circular Economy initiatives. This will increase the diversion of redundant IT products from traditional recycling and landfill and enhance opportunities for further employment and profitability, whilst income sharing with Social Enterprise partners.

Re-Tek recently won the Sustainability award, sponsored by The Scottish Institute for Remanufacture, at the CeeD Awards 2019.

Follow-on Activity

Whilst Re-Tek reuses approximately 80% of ICT equipment received, the remaining goods are sent to their Recycling Department for preparation before being sent to a downstream recycling partner for further treatment.

Currently, they only remove certain commodities from ICT equipment, e.g. memory, PCBs, hard drives, however they believed that there was a great opportunity to increase their revenues by fully disassembling equipment and segregating by commodity, e.g., aluminum, cables, plastics, etc., which would be advantageous to the recycling partner and should increase the rebate received.

A cost-benefit analysis was required, calculating the cost of disassembling various products and the calculation of the funds received from the recycling partner as a result of the separation. The company was also looking for suggestions for a re-design of the production space to ensure sufficient space was allocated to the disassembly functions.

Interface put out another expertise search to the universities looking for a collaborative partner for this project with the result that the company was allocated a student from the University of Strathclyde’s MSc Business Analysis and Consulting programme. The student provided business insights about the project.

Background 

W&J Knox Ltd, based in Ayrshire, is the largest UK manufacturer and servicing agent of Aquaculture nets. The company provides cage nets primarily to the salmon farming industry and on a biannual basis they transport the nets back to its servicing facility for washing, repairing and drying before returning them to the fish farm. 

Challenge 

Aquaculture nets have to be washed regularly to remove the marine plants and animals that attach to the netting restricting the flow of water to the fish contained within.  

Washing the commercial fishing nets from the salmon farming industry produces several hundred tonnes per year of a solid material rich in nitrogen, phosphorus, fish oil proteins and calcium from mussel shells and includes copper which is dried into cake. 

Following a referral from North Ayrshire Council, Interface worked with the company to identify suitable academic support to analyse this waste product and suggest a use for the nutrient rich solid cake produced from the process. The ‘cake’ which goes to an approved landfill site may have value in the nutrients contained within it which could be used to create a new product and thus reducing the volume and cost of the material going to landfill.  

Solution 

The School of Applied Sciences at Abertay University were able to support the company due to their experience in handling such waste materials, extraction of bioactive ingredients and quantification of bioactive compounds.  

Through a feasibility study, funded through a Scottish Funding Council Innovation Voucher, the university were able to analyse the waste product and its potential use.  

Follow on Activity 

Following the initial feasibility study, a researcher has now been employed by Abertay University, through the Innovate UK Knowledge Transfer Partnership programme (KTP), to investigate how the useful materials can be extracted from the waste cakes. Instead of being sent to landfill, tonnes of salvaged protein and oil will now be turned into livestock feed for the likes of fish, pigs and chickens. 

Company benefits

Academic Benefits

Mari Findlay, Business Engagement Executive, Interface: 

“W & J Knox are a fantastic example of a company who thought they had a nutrient rich waste product that could be used in another format as well as helping to reduce landfill. By collaborating with Abertay University on an initial feasibility study they were able to confirm their initial thoughts and progress to a KTP, which will allow them to produce a valuable protein rich animal feed.”

Please note that Interface administers the Innovation Voucher Scheme on behalf of the Scottish Funding Council. All funding applications are reviewed on a case by case basis by the Scottish Funding Council, guidelines can be found here.

Background

Alexander McCabe, founder of AAS McCabe Ltd., is the author and publisher of the bestselling book, The Christmas Present.  The company is looking to fully commercially exploit the franchise through building the brand. Following the same business model as the $120m franchise, The Elf on the Shelf, AAS McCabe Ltd has developed a gift box set that includes a customized snow globe and fully illustrated hardback book.  Through the Make It To Market grant, the book has been translated into German, French, Italian and Spanish and each of these translations has become an international bestseller in their own right.

Challenge

The company was looking for assistance with a marketing strategy to take the product further.

Solution

Interface partnered the company with the University of Strathclyde Marketing Works project to develop a marketing strategy to look at the following;

Marketing Works is a compulsory, integral part of the Strathclyde’s Marketing postgraduate degree programmes where every student works on a consulting project put forward by a business organisation.  The students work in groups of five or six and are supervised by academics who teach on the programmes and draw on their experience in research and knowledge exchange to guide the project. There is a fee of £250 (including VAT) to participate in Marketing Works.

Benefits

Company – As a direct result of the Marketing Works project, the company was able to secure a deal with WH Smith, initially with the store in Glasgow, where they agreed to give Alexander McCabe four windows for display purposes as well as book signings in the run up to Christmas.  A further meeting with the Glasgow store resulted in WH Smith offering Alexander a Scottish book signing tour in December 2018 in each of their 50 stores throughout Scotland.

Academic – Students gain an invaluable and challenging learning experience as a result of this programme. Students also acquire skills in developing professional relationships as well as applying concepts and techniques taught on the programme. The academics involved in the Marketing Works have an invaluable opportunity to develop a working relationship in knowledge exchange.

The Next Phase 

Following on from the initial collaboration AAS McCabe Ltd wanted to produce a video animation of selected segments of The Christmas Present book that could be used to market the book helping to increase sales and to help entice potential investors to fund a full movie adaptation of the story. 

Interface linked them to Computing Science students at Edinburgh Napier University who developed the 60 second animation encompassing the key requirements of the client AAS McCabe Ltd.  The six key areas to be covered in the animation were to include, that Mrs Claus allocates each and every child their very own elf the minute they are born and each elf shares the same name as the child.  If the child stops believing in Santa then their elf is banished from the north pole to the south pole until the child believes in Santa again.  Santa’s happiest reindeer Gladys, who is the world’s first female reindeer is so happy that she even has “GLAD” in her name. All the elves are under very strict instructions that they must only give Gladys one carrot, as any more make her fart. Each of these points were to be included with appropriate sound effects and voices for each of the characters within the animation.  

It was intended that the animation could be used for several different purposes i.e., to show potential investors what the story could look like and how it could be turned into a short film and for various marketing purposes on several different platforms including social media and websites, therefore it was important that both sound and animation quality were of a sufficient standard to allow the animation to be played on the relevant platforms. 

The students at Napier worked closely with Alexander McCabe author of The Christmas Present and the resulting animation was achieved.