Case Study - Walkers Shortbread - Scotland Food and Drink

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