Haggis Outreach is Theme for Macsween

Macsween, to celebrate its continued success across the UK, is sending its life-size haggis characters, Hamish, Morag and Fast Angus, out into the community to extol the benefits of a devotion to the dish.

Throughout 2012, as well as serving the already converted, the leading Scottish food brand is also keen to continue it outreach work, introducing many thousands of haggis virgins to the sensual delights of Scotland’s national dish.

This work began early in the New Year at the Scottish Border, greeting visitors from all over the world.

Edinburgh and Glasgow are on the visit schedule this week, before the outreach work begins in earnest throughout the UK.

Jo Macsween, director of Macsween, said: "Macsween has converted many ‘haggis virgins’ over the past few years through its focus on traditional and vegetarian haggis as an all-year round, flexible dish, backed up by new products such as the microwaveable range.

"Our consumers live all over the UK, therefore to celebrate the diverse array of people and places, our haggis characters will be making personal appearances at festivals, shows, shops and communities up and down the land in 2012.

"We have built a new website and enhanced our social media channels to keep track of their activities."

Edinburgh-based Macsween has long recognised the limits to the market for haggis as a traditional accompaniment to neeps and tatties in January, plus the need to appeal to a wider demographic, both young and old.

Its microwaveable range reflects this and now accounts for 12% of total sales being purchased as a hearty snack or lunch by 20-somethings, time-pressed families and empty nesters.

The range now includes a microwaveable black pudding and other new products are currently being prepared for launch in 2012.

While Macsween remains true to the cause of haggis, it does so with a strong focus on quality, employee engagement and sustainability.

In recent years the company has been recognised as a leader in corporate responsibility and this focus saw the publication of its third sustainability report in December 2011.

The report is freely available and documents the company’s progress on meeting environmental targets, providing career opportunities and working with communities.

The environmental element of its public reporting is set to go online in 2012, with a real time view on waste and recycling, energy and water use.

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