Launch of Midlothian Food and Drink Brand

The three key partners involved in promoting tourism in Midlothian have teamed up to formally roll out the new Midlothian Food and Drink brand.

Councillor Adam Montgomery, the Midlothian Provost, along with Manuela Calchini from VisitScotland and Quintin Young, chair of Midlothian Tourism Forum (MTF), were joined by business representatives from the  food and drink sector for the launch at the National Mining Museum Scotland.

Provost Montgomery welcomed 48 delegates who took the opportunity to contribute to the way forward on brand activity, particularly with regard to collaboration on promotional activities and event development -  including a potential Midlothian Food 'Oscars' competition.

Enthusiasm was shown for establishing a food and drink steering group that will come forward with new initiatives early in the new year. Further progress will be highlighted on www.midlothianfood-drink.com.

In addition, the new Midlothian Tourism Action Plan - drawn up between VisitScotland, Midlothian Tourism Forum and Midlothian Council - was also formally launched at the Forum.

The action plan aims to build on the key achievements in tourism development in Midlothian over the past two years.

The most recently available statistics from the Scottish Tourism Economic Activity Monitor (STEAM) show that:

• There was a 6% increase in the Midlothian economy between 2008 and 2010
• Tourism now contributes more than £89 million to the Midlothian economy
• More than 1750 jobs in Midlothian are supported by the tourism industry

Councillor Montgomery said: "These figures represent solid achievements and provide a good foundation on which to build for future growth.

"By working collaboratively with both the private and public sector at local and national level, we aim to encourage entrepreneurship and to help turn creative ideas into new tourism sector products and services that can create growth and quality jobs for Midlothian."

Quintin Young commented: "The Midlothian Food and Drink Directory is an important source of information for both locals and visitors to Midlothian, and by developing a new logo for the brand we aim to increase local knowledge and encourage people to shop and eat locally, supporting local businesses and our wider economy."

Manuela Calchini, regional director for VisitScotland, added: "We are delighted to help launch Midlothian’s Food and Drink brand - and also to sign the Minute of Agreement with Midlothian Council which sets out the key areas for delivery in tourism for the area.

"Midlothian has so much to offer the visitor in terms of its tourism product and we know that food and drink plays a significant part in the visitor experience, with figures showing that £1 in every £5 spent by a visitor in Scotland is on food and drink-related activity, equating to more than £500 million for UK visitors alone."

This project is part-financed by the Scottish Government, Midlothian Council and the European Community Tyne Esk Leader 2007-2013 Programme.

Looking to source food and drink in Midlothian? Use Scotland Food & Drink's Buyers' Guide.