Two important research studies on local produce have just been completed, and the results reported to the Outer Hebrides Branding Project Steering Group. 

The Outer Hebrides brand will be launched initially in the food and drink sector, therefore the first study was designed to understand the use of, and attitudes towards, Outer Hebrides produce among the islands' 119 hotels, guest houses, restaurants, cafes and commercial kitchens. 

The study revealed how Outer Hebrides produce were rated for quality, availability and price.  Most seafood products and sheep meat – which the Outer Hebrides excels in producing - scored well on all three counts, with smoked salmon coming out on top overall. The survey also revealed that there was significant potential for the Outer Hebrides Brand to assist tourism and hospitality businesses in increasing their margins on these top quality products considerably.

Dave Kinnaird, Vice Chairman of the OH Branding Project Steering Group, said

 "The survey was extremely helpful in identifying what might become the ambassador products of the Outer Hebrides.  The survey also showed that margins in the hotel and catering trade are extremely tight, with local businesses paying a premium on goods imported from the mainland.  But when you consider that some Hebridean food and drink products are regarded as the finest quality, yet are sold inexpensively, there is scope for the brand to support higher prices for these goods and thus help margins to improve.“

The second study was designed principally to both understand the ambitions of Outer Hebrides food and drink producers and the quality standards they currently employ. 

Dave Kinnaird continued,

"Most Outer Hebridean food and drink producers reported that they had ambitions for growth, some significantly so.  By understanding what the scale of ambition is we will be able to optimise the brand scheme in support.  To help the Steering Group decide whether the brand scheme should be one which businesses are accredited to use, we had to find out what quality standards were in use already.  About half the sample advised that they operated to a wide range of recognised quality standards.  We will take this into consideration in developing the scheme."

The results of these important surveys will now lead to an Operational Plan for the Outer Hebrides Brand to be developed and implemented. This will be completed in October – and the Brand remains on track for a formal launch early in 2008.