Scottish Grocer: The power of marketing Scottish provenance
Marketing Scottish Provenance - A story well told
By Ewan Anderson, vice chair of communications, CIM Scotland
When people think of Scotland, there is always a story to tell. Whether it's roaming through an idyllic highland glen or moseying along a bustling Royal Mile watching a fire-eating comedian entertaining the crowds at the Edinburgh festival, the legend grows. However, this positive national identity was not born overnight. Scotland's success story has been years in the making, and thanks in no small part to the outstanding work from VisitScotland and their recent #ScotlandIsNow campaigns, that story has been brought to a global audience.
The food and drink produced in this country, central to Scotland's image, has long enjoyed a positive reputation. However, as a country also known for ingenuity and entrepreneurial flair, our ever-growing larder of products continue to gain traction in their various markets. So, as our national brand grows, so does the value of association for our food and drink.
To read Ewan Anderson's full article in the Scottish Grocer, please click here: https://bit.ly/39SvhQ5
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