SCOTTISH GOVERNMENT Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands

Brexit's blight on Scottish food and drink industry is making the cost of living crisis worse

Arecent study, by Centre for Economic Performance at the London School of Economics, suggests that household food bills have gone up by £210 primarily driven by extra checks and requirements on goods due to Brexit, with much of the cost passed onto consumers.

That’s a cost Scotland should not have to bear, not least because this hard Brexit was imposed on us against our democratic will.

It’s not just individual households, Brexit continues to pose huge challenges to Scotland’s food-and-drink industry with the loss of free trade and new obstacles to the movement of goods.

This sector is one of the key drivers of the economy with an annual turnover worth £15 billion and overseas export sales of more than £6 billion, representing nearly a third of all UK food exports.

We are fortunate to have some of the most amazing and delicious products and pure natural resources of anywhere in the world and these world-class products are in demand across the globe.

We are already doing all we can within our resources and powers to help the sector.

We will continue to support the Scotland Food & Drink Recovery Plan with £15 million of Scottish Government funding over 2020-2023.

Something we can all do to help our food and drink sector, and the jobs and businesses it supports, by buying local and Scottish whenever we can.

Brexit also hampers domestic production, with labour shortages caused by the loss of freedom of movement. These affect cafes, restaurants and hotels too where so many great Scottish products are turned into excellent meals.

There are many factors influencing food inflation, but other countries and citizens don’t have to contend with Brexit. It is only with independence and a return to the EU that these key barriers –to trade and to labour – will be reversed.

Behind every business is a passionate founder. Tesco began when Jack Cohen sold tea on a market stall in London in 1919. Pop up businesses which test the water, just like Mr Cohen did, will more likely be successful.

I was visiting a shop owner who sells a bit of everything, I asked “who is your ideal customer”, they said “everyone”. Whoops, there’s the first mistake. You might be too cheap, too expensive, not stock what they want or you could be in the wrong location. So you can’t serve everyone!

Be specific about “who” you’re serving. If you’re trying to target everyone no one will hear your message. Back in the early 1920’s Mr Cohen focused on own label Tea, he sold other dry goods too but he was known for his tea, that’s how he grew his business.

Business Start Up Top Tips

Firstly, you need to know exactly who you’re serving and what their needs are, it can be difficult to target your marketing message to the right audience if you’re telling them the wrong message. I see this mistake over and over by business owners, you’re trying to say too much so the message gets lost. Just like selling Tea, focus on the tea, you might sell coffee too but they’re a different audience, spend some time and think about the following tips.

#1: Who is your perfect customer?

#2: Do you have multiple customers? Draw a picture of them, what are their interests?

#3: For each customer type write down their pains?

#4: What services/products do you deliver that solves each customer pain.

#5: Put your theory to the test, research the market, measure, evaluate and re-package if need be.

Running a business can be exciting but it can be really hard work too, you have to put the effort in if you want to get results.

Fail to plan and you’re planning to fail and most importantly know your customers expectations inside out and deliver exceptional customer service every time, no excuses.

M: 07764 192503 E: emma@erisbusiness.co.uk

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