To ask the Scottish Government what information it can provide regarding the Cabinet Secretary for Rural Affairs, Food and Environment’s recent visit to the United States and Canada.
I travelled to Canada and the USA from 8 to 14 November 2015, where I undertook a series of meetings with key retailers, importers and government ministers primarily focussed on the promotion of Scotland’s food and drink.
The visit was designed to support the Scottish Government’s commitment to internationalise its activities (in line with the strategic objectives set out in Scotland’s International Framework) and raise Scotland’s profile in key countries overseas. It also followed on the First Minister’s visit to the USA in June 2015, and the Cabinet Secretary for Culture, Europe and External Affairs’ visit to the USA during Scotland Week in April 2015 by helping to build on the relationships that were generated as part of those trips.
I spent time in Montreal and Quebec City in Canada, and New York, Washington DC and Baltimore in the USA.
I was accompanied by Jim McLaren, Chair of Quality Meat Scotland, James Macsween of Macsweens of Edinburgh, Rob Livesey, Vice-President of National Farmers’ Union Scotland and George Milne from the National Sheep Association at different engagements relevant to their respective interests.
Whilst in Montreal I met with the CEO of Tree of Life Canada, a speciality food provider, and Metro, a key Canadian retailer, to explore ways of expanding the portfolio of Scottish products into Canada and encourage the sale of more Scottish products across stores. Both meetings were encouraging in terms of new opportunities for Scottish products. I also had a meeting with representatives of Quebec’s liquor control board to discuss enhancing Scotland’s offering in Canada with particular opportunities identified in craft beer and craft distilling.
To help foster stronger governmental links between Scotland and Canada, I met with Mr David Heurtel, Minister of Sustainable Development, Environment and the Fight against Climate Change. We had particularly productive discussions on the lessons to be learnt from each country’s efforts to combat climate change and on Quebec’s deposit return scheme, which I was able to see operating in practice.
My final engagement in Montreal was to speak at a Scottish showcase dinner with key influencers and decision makers from Quebec’s food and drink industry. The dinner had Scotch lamb served as the main course – to great acclaim – and included a themed discussion on how to increase the Scottish offering in Montreal, with a particular focus on Scotch lamb and beef.
A day in Quebec City allowed time for further high level government to government meetings. I met with Mr Jean D’Amour, Quebec’s Minister of Transport and the Implementation of the Maritime Strategy Engage to promote and share expertise around Scotland’s National Marine Plan and the Quebec Maritime Strategy. I also met with Mr Germain Chevarie, Member of the National Assembly for the Magdalen Islands and Delegate of the Minister of Agriculture, Fisheries and Food to promote and share expertise around aquaculture, and food policies. My final meeting in Quebec City was with Mr Jacques Chagnon, President of Quebec’s National Assembly. I was able to visit the National Assembly to engage with the Quebecois Parliamentarians, and foster stronger governmental and parliamentary links between Scotland and Canada. I was particularly struck by the standing ovation afforded the Scottish delegation and the number of parliamentarians anxious to express warm support for Scotland.
In New York City I met with the CEO of the Brooklyn Brewery, one of America’s largest craft breweries with a significant global foot print, to discuss possible collaboration opportunities with Scottish breweries and explore potential areas for Scotland’s craft brewers looking to enter the US market. I noted not only the fact that the brewery sourced raw materials from Alloa but also the role played in the firm by graduates of the Heriot Watt brewing school.
I met with Paul Ross, CEO and President, The Edrington Group, USA, to discuss how the Scottish Government and the whisky industry can work in closer collaboration and encourage deeper and more strategic engagement with Scottish Enterprise/Scottish Development International. This discussion followed up on Fiona Hyslop’s meeting with Paul Ross during Scotland Week 2015, and I was able to present Paul with a letter from the First Minister formally welcoming him into the GlobalScot network.
I also had a high level meeting with Atalanta, the largest private food importer in the USA, to promote Scotland’s dairy industry and discuss opportunities for growing sales of Scottish products already in the market and the potential for introducing new Scottish food products into the market. Again, the discussions identified significant trade opportunities.
In Washington DC I firstly met with representatives from the Meat Import Council, successfully garnering support for the lifting of the US ban on Scotch lamb.
I met with senior officials from the National Park Service to discuss opportunities to contribute to their centenary celebrations in 2016 linking in the role played by John Muir. I met with the Distilled Spirits Council of the United States for a wide ranging discussion with representatives, journalists and writers in the Scotch whisky industry.
The Washington leg was concluded with two high level meetings with the US Department of Agriculture at political level (Under Secretary Mensah) and with the Animal and Plant Health Inspection Service, who played a prominent role in the lifting of the ban on EU beef and will play a similar role in respect of lamb. These meetings successfully secured a commitment on a clear timeline for the approval process for the importation of Scotch lamb, with an undertaking that the relevant rules will be published in 2016, opening up the prospect of exports of lamb – and haggis – to the US in 2017. I also had productive discussions with Under Secretary Mensah about renewable energy and rural broadband.
The final day of the trip was spent in Baltimore where I met with senior representatives from Under Armour and gained an insight into their plans for encouraging business start-ups, including a new distillery. This was followed by a series of meetings including a formal welcome from Maryland Commerce security and with the Deputy Mayor of Baltimore. I also met with a number of leading business executives to explore opportunities for sharing expertise on renewable energy, technology and food and drink distribution.
My strongest overall impression was the warmth of the welcome given to the Scottish delegation and, in particular, the undoubted strength of the Scottish food and drink brand and the power of the Team Scotland approach. Every importer, retailer, chef or journalist we met was enthusiastic about our products, in terms of both quality and provenance. Given the scale of the North American market, focused activity with a small number of importers and retailers will pay significant dividends to the Scottish industry. We are pursuing the leads established to that end.
The timing of this trip was particularly good. This was in part because of steps we have taken ourselves, with the recent appointment of in-market food and drink specialists in Canada and the US and the launch in Anuga of the Scottish dairy brand. It was also because of the recent easing of import restrictions in Canada on red meat and in the US on beef and the prospect of similar steps in the US on lamb and of increased dairy quotas in Canada. Taken together, these have increased the likelihood of a significant portfolio of Scottish food and drink products thriving in the highly lucrative North American market. This visit gave a very timely boost to these efforts.