Case Study - Walkers Shortbread - Scotland Food and Drink

Case Study - Walkers Shortbread

Case Study:Walkers Shortbreadwww.walkersshortbread.comAs a nation that boasts some of the best-known namesin food and drink, Scotland has no shortage of industryambassadors. Walkers Shortbread is one of them. In fact,this Speyside-based bakery company, founded over 100years ago and Scotland’s leading shortbread producer, isarguably our most instantly recognisable food brand – bothat home and overseas.But while this is a company steeped in rich history andthe strongest family values, it has also set out its stall asan innovator and, in spring 2010, became the only foodmanufacturer to win the prestigious Queen’s Award forEnterprise for International Trade for a fourth time. This isa truly remarkable achievement for Walkers which currentlyexports approximately 40% of its products to more than 80overseas markets.So why has Walkers joined Scotland Food & Drink? IanGibson, General Manager (Sales), explains: “As a relativelyhigh-profile Scottish company, Walkers felt it was importantto be part of national initiative that is focused on promotingall the positive things that are happening in the Scottishfood and drink industry.“We also felt that Scotland Food & Drink gaveus an opportunity to have a stronger voicewhen it comes to having input into legislationat Holyrood impacting on the food industry.”Ian believes that as an industry marketing body, ScotlandFood & Drink has ‘undoubtedly raised the profile of theindustry overall’. While this is difficult to quantify in termsof tangible benefit for Walkers itself given its existing andgrowing reputation in home and International markets, thecompany supports the aims and goals of the organisationand has participated in a number of its Working Groups,including Reputation.It has also exhibited on the Scotland Food & Drink stands atexhibitions such as IFE and the Speciality & Fine Food Fairin London.“We joined Scotland Food & Drink very early on, havingbought in to the founding principles of the organisation,”says Ian. “Having been involved with the former ‘Scotlandthe Brand’ initiative, we were pretty much aware of thechallenges that would lie ahead for this new organisation.Building membership has clearly been very important.“However, while it is important to grow membership andsupport smaller companies and start-up businesses, wewould like to see more all-embracing support acrossScotland’s food industry for all manufacturers, regardlessof scale. While some may view Walkers as being ‘big’, westill see ourselves as a family business that is focused ongrowth, both domestically and internationally.“Indeed, on the world stage, collectivelyScotland’s food manufacturers – Walkersincluded – represent but a ‘pinprick’ whenit comes to scale and in this context thereis much to do together if we are to achieveour joint industry goal of a £12.5 billion foodindustry by 2017.”A Progressive Innovatorwith Family ValuesOne of Scotland’s global icons, Walkers Shortbreadwas established in 1898 and is still situated in thevillage of Aberlour in beautiful Speyside. Today, thebaker is run by the third and fourth generations ofthe Walker family.The company is best known for the quality of its purebutter shortbread, oatcakes and other Scottish fine

food specialities. All Walkers products are made bytraditional methods using only the finest ingredients,without any artificial flavourings, colourings oradditives.Walkers’ journey to becoming a flagship of Scottishfood, and the leading Scottish branded food inmany export markets, has led to it receiving fourQueen’s Awards and in 2009, Jim and Joseph Walker,Grandsons of the founder of Walkers Shortbread,were inducted into The Entrepreneurial Exchange’sHall of Fame.Since 1999 in particular, exports have continued toincrease and the company’s workforce has grownfrom approximately 500 to over 1400 at peakseason today. From a Speyside perspective, Walkers’contribution to the local economy – having created500 new jobs over the last 10 years – is self-evident.Jim Walker, joint Managing Director, comments: “Ourexport operations are integral to the whole companyand every member of staff knows that they make acontribution to the company’s export success.”Walkers has stimulated its export growth throughcontinued innovation and every year the companyintroduces new products both for export and homemarkets. Today, Walkers’ products provide a nostalgictaste of home for millions of Scottish ex-pats, and itsproducts are enjoyed by many nationalities all aroundthe world. All of its biscuit products are vegetarianand are certified Kosher OUD.As well as its own branded shortbread and biscuits,Walkers produces Duchy Originals products. Bakedby Walkers to the highest standards and certifiedorganic by the Soil Association, these biscuits aremade from only the finest organic ingredients andinclude wheat and oats harvested from the HomeFarm at Highgrove. For more information on WalkersShortbread, visit: www.walkersshortbread.com