A Thoroughly Modern Approach to Food

There’s no denying that modern technology has very firm roots in our society. As we have evolved over time, so has our machinery, with it becoming ever more sophisticated. With lines of communication now extended through the technologies we have at our fingertips, I spoke to Susan McNaughton, an enthusiastic advocate of social media. We chatted about her involvement in the Crail Food Festival, and how she has utilised her skills in this area to help them pilot this event.

How did you become involved in the Crail Food Festival?

My husband and I run a small accommodation business, Sandcastle Holidays, which owns Sandcastle Cottage in Crail. Having owned the business for 20 years now, we’ve established a number of relationships with local residents. They were aware of my new business venture in social media management, and invited me to a Crail Business Group meeting, where I talked about how I was using social media to promote my business. It was at this meeting where Graham Anderson of the Honeypot Guesthouse and Tearoom talked about his vision for the Crail Food Festival, based on an idea he had been discussing with Finlay Kerr of the Caiplie Guest House in Crail.

What were your initial thoughts about the festival?

Hearing Graham and Finlay talk about the benefits of local produce were not in any way isolated, which made me think that this could really work. Just before they mentioned the prospect of a festival, I had attended the first AGM of the Fife Diet, whose ethos tied in directly with what Graham and Finlay were striving for. With such a wealth of local produce available in the Fife region, we are trying to encourage people to take advantage of this, rather than resorting to convenience.

What strategies have you used to help promote the festival?

Initially, I set up a Facebook page and Twitter account to start generating coverage. Using this strategy, I felt I could promote the festival, whilst helping local businesses by encouraging them to add comments about their participation. Not all of the businesses involved had been exposed to social media tools, so I was happy to assist in setting them up with Facebook pages and Twitter accounts. When using Twitter, we based our people search on those who listed food as one of their interests. We knew that people from Edinburgh, Dundee and Glasgow would be the most likely to embark on a day trip to Crail, so we further focussed on these groups as well as those based in Fife. This promotions approach was relatively unknown to the business people in Crail, who had used the more traditional advertising techniques of posters and press releases to promote previous events. This has still taken place, however I have focussed more on using on-line means, such as creating content for the Visit Crail blog, using short videos on YouTube, and linking photographs of the area back to the festival.

How successful do you feel the use of social media has been in promoting the festival?

Ask me on the 19^th of June! We’ve done the right things, we’ve put the word out, we’ve engaged with new friends online, we’ve used social media to entice suppliers and participants, as well as generating new business for Crail. We’ve also managed to get some press coverage by engaging with freelance journalists on Twitter, and promoting the event at the Fife Tourism Conference. But the hard work involved here won’t just stop as soon as the festival is over. We’ve set up a Flickr page, so visitors can share their images from the festival, and we’ll be asking for feedback so that the festival can continue in future years. As a business owner in Crail, the ideal scenario for me would be to see local business owners engaging with their customers in a very 21^st century way, by using the same tools as I have in promoting the Crail Food Festival. I'd welcome the opportunity to help more people in the area learn to take an active role in promoting Crail as a destination.

What can local businesses and producers do to tempt people to adopt a more 'local' attitude?

I think a better story needs to be told about our food. We need to make people more aware of where their food is grown and what’s in it to allow them to make more informed choices. With the use of intelligent labelling, we can give customers more information on what they’re actually eating. It’s also key to listen to customer feedback and react to this, to ensure you are giving customers what they want. A good example of this pro-active approach is Ardross Farm, who use Facebook to inform their contacts of specialities arriving in store, and to listen to requests from customers for items they’d like to see stocked. This can make all the difference in tempting people to shop at the farm shop rather than the supermarket.

What’s the best thing about local produce?

It's so delicious! By eating locally you're not only eating fresh food which is in peak condition, but you're helping to make local businesses successful. This in turn helps strengthen the local economy and makes it possible to continue to live in places as beautiful as the village of Crail.

Trotters Independent Condiments

This time next week the streets of Crail will be awash with all things food related. Stalls will be going up, music will be playing and all the hard work that has gone into preparing for this festival will be on display. Come rain, hail or shine, the festival promises something for everyone, and with Fife’s finest food producers on hand, I can be certain about one thing, nobody will leave feeling hungry. Another contender to keep our tummy’s from rumbling, is Byam Trotter of Trotters Independent Condiments, who talked me through why he was looking forward to the first Crail Food Festival.

What were your initial thoughts upon hearing about the Crail Food Festival?

I was really excited when I heard about it. Some people are passionate about music, and there are numerous festivals to celebrate that, so why not spend a little more time celebrating food? Food is amazing, and I can’t think of any better way to celebrate that fact.

Why did you decide to become involved in the festival?

Since I established Trotters Independent Condiments in November 2009, Fife has been very good to me. Trotters wouldn’t be the business it is now if it wasn’t for the support of the local community who share my passion for food. This reaction has also encouraged me to get involved in any food related events that take place in the Fife area. It’s nice to support the people who have supported me in the past, whilst meeting new customers and members of the community.

What tools have you used to promote your business?

In the main, I have used events, like the Crail Food Festival to promote the business. I have also regularly attended farmers markets, which has been a great way to meet customers, and get feedback on new and existing products. I also make sure the company website is up-to-date, so that customers can explore our full range of products.

What do you attribute to the success of Trotters Independent Condiments?

I have been very fortunate in the response from the local community. I’ve started my business in an area where support for local produce is incredibly strong. There are also numerous farm shops, who are always keen to stock local produce. After customers had tasted my products, order requests soon started coming in, which helped the business to continue strengthening.

In your opinion, what makes Fife produce so special?

Unfortunately, Scotland isn’t a country that’s renowned for its food. We have been tarred with the proverbial poor food stick, which is hard to shake. But what people don’t know is that Scotland has some of the best food in the world. From amazing salmon and wild venison, to mouth watering strawberries and raspberries, and wonderful artisan cheeses, Fife produces just about everything Scotland can offer. I would struggle to think of a Fife producer that I wouldn’t recommend, which really makes me proud to come from Fife.

The time for spice

There’s no denying it, our culinary horizons have broadened. With the streets of Scotland awash with international eateries, we’ve come a long way since the days when mince and tatties were the most exotic thing on offer. Nowadays, we take delight in offerings from further afield, with a tendency to use spice to curb those hunger pangs, so much so, that the humble curry is voted time and time again Britain’s favourite dish. It was this love for curry that encouraged Darren Mollan to set up Chilli Papas, a company that takes all the hard work out of making curry, by offering oil free, fresh spice blends, making it easier than ever before to make a delicious family meal. I had a chat with Darren about Chilli Papas and its success within the Kingdom of Fife.

How long has Chilli Papas been a fixture in the local community?

We started the business in February of this year. Considering we’ve only been established a short time, the response from retailers across Fife has been overwhelming.

What inspired you to start Chilli Papas?

Last Christmas, when things were at their most frantic, my sister-in-law wanted to cook a curry. As everybody knows, time really is not of the essence around Christmas and New Year, so my wife Lynn suggested blending the spices and including cooking instructions. It was a resounding success, and prompted us to start the business.

How have the Fife community reacted to Chilli Papas?

The support for the oil free curry mixes has been particularly impressive. The local community have really embraced our products, which has resulted in us building up a large bank of loyal customers. We have also been very well supported by regional retailers throughout Fife.

What were your initial thoughts upon hearing about the Crail Food Festival?

As a local resident, I don’t think there is enough of a celebration centred around Fife produce. The Crail Food Festival is exciting and very worthwhile. I really do look forward to it becoming a regular fixture in the foodie calendar.

Why did you decide to become involved in the Crail Food Festival?

It’s such a fantastic opportunity to raise awareness of the Chilli Papas brand. We’re also very excited to be involved in something that will get Fife the coverage it deserves for its local produce. I really can see this festival being a key fixture for years to come.

What makes Fife produce so special?

Here in Fife, we have one of the most unspoiled landscapes in the world, which allows us to produce goods of the highest quality. From seafood, meat and poultry, to the freshest fruits and vegetables, Fife producers are renowned for their quality. With a landscape so rich in opportunity, it’s easy to see why Fife has upheld its reputation as a world class food producer.

Cochrane Cottage

How much do we really know about the foods we eat? This was something that troubled Carol-Anne Doyle, owner and co-founder of Cochrane Cottage, an artisan producer of flavoured balsamic dressings and fat free vinegars. This train of thought prompted her and her husband to establish Cochrane Cottage in November 2009. Since then, their commitment to using locally sourced produce in their range of delicious condiments has resulted in a business that has gone from strength to strength. I had a chat with Carol-Anne about Cochrane Cottage and how they have developed over the years.

How did you become involved in the Crail Food Festival?

My husband Kevin met one of the organisers of the festival at another food event. They got chatting about the festival and its aims, and we were really excited to hear that someone was being proactive in their approach to promoting local produce. We knew that this was something that we wanted to become involved in, so we got in touch with the organisers and asked if we could be part of the festival.

Cochrane Cottage has gone from strength to strength since it launched in 2009. What do you attribute to the success of your business?

Our customers are definitely attracted to the fact that they recognise all of the ingredients on our labels. People want to know what they are eating and feeding their families, and with our products, they have the guarantee that they are produced locally using quality ingredients. Furthermore, we grasp every opportunity that comes our way. We try not to say no to even the smallest event, as everything should be considered a development opportunity. At the moment, our growth has far outweighed our initial expectations. We always had faith in the quality of our products, but to have the business grow to a point where we now have our own outlet shop in the Silverburn shopping centre in Glasgow is truly amazing.

What promotional tools did you use to raise awareness of the Cochrane Cottage venture?

We made good use of modern technology, ensuring that we had a media profile to offset our aims. We also participated in a number of tasting sessions, took our products to sell at events, and as I said before, we rarely missed a networking opportunity.

In your opinion, what more can be done to help support local businesses?

Good feedback is invaluable. Providing a quality product itself is not enough. You need to get people talking about it and recommending it to extend your customer base. This approach encourages people to buy local, which is what we are really striving for.

 What makes Fife produce so special?

Nothing is better than local produce. It’s fresh, doesn’t taste mass produced and you know where it comes from. This alone gives local produce the edge over anything you could buy in the supermarket.

Castle Garden Flowers

Over recent years, there have been general concerns over a lack of community spirit, with the media urging us to believe that this sense of community has now been shelved, and people are far more detached from their neighbours. In the Fife community, this couldn’t be further from the truth, and having been fortunate enough to work with the lovely people that are participating in the Crail Food Festival, I feel privileged to have seen how their passion for local produce has encouraged them to unite. This has very much been the case with the relationship that has developed between Castle Garden Flowers and Ardross Farm. A venture that has been in place since March of this year, Sue Rabjohns and Karen Wilkieson talked nicely to Fiona and Nikki Pollock of Ardross Farm, who kindly allowed them to grow salads, flowers and herbs in the Ardross Farm garden, which they then sell in the farm shop. I had a chat with Sue about Castle Garden Flowers and their involvement in the Crail Food Festival.

Castle Garden Flowers has been with us since March of this year, what made you undertake this venture?

The idea came to us around a year ago. Karen and I are both keen gardeners with a particular passion for herbaceous perennials. We were in the process of looking for a suitable site to establish a nursery, when Karen became aware of the possibility of setting this up within the beautiful walled garden at Ardross Farm. This encouraged us to have a chat with Fiona and Nikki at the farm and set up Castle Garden Flowers.

What sort of produce do you sell at the Ardross Farm Shop?

We sell flowers, herbs and salad leaves. Our pot grown herbs are proving popular, and we are looking to extend the range over the coming weeks. We have also really enjoyed the challenge of ensuring we grow enough salad leaves to supply the farm shop on a daily basis.

How did you become involved in the Crail Food Festival?

We attended the Fife Diet East launch event at Kellie Castle earlier this year, where there was already a buzz around the festival. We knew that there would be many like minded locals and producers involved, which was an added incentive. Teamed with the fact that Karen and I are passionate about both eating and supporting locally grown produce, we were happy to give up our time and promote the cause in any way we could.

In your opinion, what makes Fife produce so special?

The East Neuk is blessed with a fantastic range of produce. This should be more readily acknowledged, and people should be encouraged to take greater advantage of it. With concerns over climate change and the rise in petrol prices, we have a greater responsibility than ever before to both think and shop local.

Ardross Farm

There are exciting times ahead in Crail as their first official food festival draws ever closer. With many local producers now confirmed to be taking part in the festival, I was fortunate enough to chat with Nikki from Ardross Farm, whose family firmly do their bit to promote local produce. Having farmed in the local community for over a century, the Ardross family saw the benefits in opening up the fruits of their labour to the hungry folk of Fife. Their venture has proved hugely successful, culminating in a broad customer base, which spans across Fife and beyond. The business has retained its family values, with Nikki now managing the farm shop. Despite the till constantly ringing, Nikki still found time to answer a few of my questions about Ardross Farm shop, and the part they are soon to play in the Crail Food Festival.

How did you become involved in the Crail Food Festival?

I met Graham at a meeting, and at that point, the festival itself was in the early planning stages. We were asked to contribute to this, due to the positive relationship we have with a number of local food producers, and being passionate about local produce, we were more than happy to help.

What were your initial thoughts when you were asked to become involved?

From the outset, I was really excited about the festival. I was aware of how much work would be involved in piloting it, but with the wealth of produce that Fife has to offer, I knew with the right people on board it could be a success. At Ardross Farm, we are ready and willing to fly the flag for anything that helps to put the East Neuk of Fife on the map.

How much of the produce you sell is produced on Ardross Farm?

Around 40% of our sales can be attributed to home grown produce. The majority of the remaining 60% comes from the sale of local products.

Why do you think people are more inclined to shop in supermarkets, rather than make better use of local amenities?

Some people don’t have the option. There has been a decline in local shops recently, and the ones that do still exist don’t have the same buying power as supermarkets. They have the ability to bulk buy, which in turn drives down the price for the customer. For other people it’s a case of convenience. That’s why we were so keen to be involved in the Crail Food Festival, as it’s a great opportunity to show people how spectacular the local produce is, with the added benefit that it’s right on their doorstep.

Finally, what makes Fife produce so special?

We have a melting pot of local produce, the key being in the word local. Why opt for food that has travelled land and sea, when we have a landscape rich in opportunity. With spectacular sea food, fresh vegetables, some of the best barley the world has to offer, not to mention the lamb and venison. It’s the quality of this produce that’s igniting interest in Fife’s food. And when you need a break from your own kitchen, visit one of the many tearooms and restaurants in the local area that are proud users of the local bounty. Being surrounded by all of this should surely help to cement Fife as one of the true champions of fresh, local produce.

Speckled chocolate muffins

As a savoury fiend who turns to wine, cheese and olives in my hour of need, chocolate tends to fall off my foodie radar from time to time. However, I'm not completely inept to the charms of the brown gooey stuff, as the half eaten jar of Nutella in my kitchen cupboard will tell you. I do enjoy chocolate, but there's one thing I find just a little too rich on the chocolate front, and that's the double chocolate muffin. I always struggle to finish one, and as much as I enjoy the moist, chocolatey goodness, I felt that I had to look for an alternative that would result in just a trail of crumbs across the plate.

Speckled chocolate muffins were born of necessity, designed to give me enough of an energy kick to get me through the afternoon, without feeling like I needed forty winks afterwards. Their pale mochaesque colour denotes that of a wholemeal muffin, already relieving some of the guilt you may otherwise feel with the double chocolate variety. On the off chance you're beginning to think that this muffin's a bit wimpy, two tablespoons of Nutella thrown into the mix should fill you with faith that this chocolatey treat packs the proverbial punch. Enjoy!

Without this stuff, we wouldn't have any muffins:

2 tablespoons Nutella

50g chocolate chips

2½ teaspoons vanilla extract

100g caster sugar

60g rolled oats

275ml milk

280g plain flour

1 tablespoon baking powder

½ teaspoon of salt

1 egg lightly beaten

100g melted butter

Now for the fun bit:

1. Preheat the oven to 200°C. Grease or line a muffin tray. This mixture should give you 10 muffins.

2. In large bowl, throw in the oats and cover them with the milk and vanilla extract. Stir the mixture, then leave the oats to soak up the flavour of the milk and vanilla.

3. Whilst the oats are soaking, mix the baking powder, flour, salt and sugar in a separate bowl. Now add the chocolate chips and give it a good stir.

4. Add your butter and egg to the oat mixture, followed by two tablespoons of Nutella. Stir the mixture well before combining it with the dry ingredients. Mix the two together until just combined.

5. Spoon the mixture into the muffin tray and bake in the oven for 18-20 minutes. When you take them out the oven, they will smell delicious, but try and resist the urge to eat them, until they have cooled in the tin. Around ten minutes should do the trick. Then turn onto a wire rack and enjoy!