Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...

 
Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
Local Food & Drink
Strategy and Action Plan
2019 - 2025
Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
As the sector continues to grow, the
Contents                                                                                                             EXECUTIVE SUMMARY                                                                                     strategy provides clear direction and a
                                                                                                                                                                                                                                       plan to achieving the vision

                                                                                                                     Food has a vital role in driving tourism growth both in visitor
Executive Summary				3                                                 Strategic Pillar 1: Integrated
                                                                                                                     numbers and spend, is part of the wider destination offer
                                                                                                                                                                                                                                        ‘To build on the
                                                                       Communication and Delivery 		            29
Introduction					6                                                                                                   and reflects the regions heritage, culture and unique sense of place.                                           achievements and
                                                                       Strategic Pillar 2: Business Support
Food Tourism - Global Context		                          8
                                                                       and Capacity Building 				               30   This strategy has been commissioned           Food has a vital role in driving
                                                                                                                                                                                                                                     successes to date,
The Value of Food Tourism –
                                                                       Strategic Pillar 3: World Class Food          by Derry City and Strabane District           tourism growth, both in visitor                                integrating our local
Examples From Elsewhere			                               9                                                           Council, informed and guided by industry      numbers, spend and as part of
                                                                       and Drink Visitor Experiences 		         32
                                                                                                                     partners, in recognition of the successes     the wider destination offer, reflecting                  strengths into a common
National and Regional Context		                          11
Local Context 					15
                                                                       Strategic Pillar 4: Enhance Reputation        to date and future potential of Derry         the local heritage and culture of our                           approach to benefit
                                                                                                                     City and Strabane as a leading food           region, shaping our distinctiveness
Target Markets and Key Opportunities                     18
                                                                       as a Food Destination 				               33   destination. The strategy was funded          and unique sense of place.                                    the entire sector and
Food Tourism Destination Audit 		                        19
                                                                       Glossary						34                              by EU Interreg project NICHE.                                                                                   ultimately placing
                                                                                                                                                                   Derry~Londonderry is already
What Will Success Look Like in 2025                      21
                                                                       Future Funding Opportunities		           35   In line with the Tourism Strategy             established as a stand out food                             Derry~Londonderry as
Strategic Pillars					23
                                                                       Monitoring and Evaluation			             35   ‘A New Level of Ambition’ 2018-2025,          destination within NI and ROI,                               the number one food
                                                                                                                     the focus of this piece of work is on         recognised with numerous awards,
Action Plan						28                                                                                                  developing The Walled City as the hub         international scale festivals and                                destination on the
                                                                                                                     of our leading food destination. While        events, food experiences, restaurants                               Island of Ireland
                                                                                                                     this acts as a significant attractor, it is   and producers all supported by an
                                                                                                                     supported by, and acts as a conduit           established LegenDerry Food brand.                                          by 2025’
                                                                                                                     to the towns and wider rural offer which      There is also a strong sector of both
                                                                                                                     supplies award winning artisan produce,       private businesses and public bodies
                                                                                                                     restaurants and unique food experiences,      who are supporting and driving the
                                                                                                                     in a beautiful landscape which stretches      food destination forward. New and
                                                                                                                     from the Sperrins to the Lough Foyle.         existing businesses have the
                                                                                                                                                                   guidance and support
                                                                                                                     The strategy acknowledges that food           of the Foodovation
                                                                                                                     tourism is one element of a much wider        Centre.
                                                                                                                     food value network and there are many
                                                                                                                     other areas which feed into creating a
                                                                                                                     flourishing food and drink sector.

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
OUR KEY PROPOSITIONS

Our unique food offer
plays a key role in
                                                                                                                                               WHAT DOES SUCCESS LOOK LIKE IN 2025?
The Walled City visitor
experience and supports
in attracting new target
markets, domestic and
international, as part of                                LOUGH FOYLE AND IRISH FLAT OYSTER
                                                                                                                                                   The food and drink sector           Established strategic                               Full calendar of food events

                                                                                                                                               £
a cohesive visitor offer.                          Derry~ Londonderry was built because of its proximity to food
                                                     and in particular food from the Foyle. The Foyle is a great                                   will have doubled its               food group with                                     with a minimum of 2 food
                                                   natural resource featuring many streams and rivers that start in                                contribution to the local           quarterly meetings.                                 events every month.
                                                   the Sperrin and Donegal mountains which flow into the Lough                                     economy in line with the
                                                      and out to the Atlantic Ocean. The shores of Lough Foyle
                                                   provide a vast array of shellfish with the Lough Foyle Irish Flat
                                                                                                                                                   Tourism Strategy goals,
                                                             Oyster being the jewel in the Foyle’s crown.                                          to a value of £33 million.

                                                                                                                                                   Adoption of the                     A strong food culture                               20+ new food and drink
                                                                                                                                                   ‘LegenDerry Food’                   where local produce is                              experiences developed.
                                                                                                                                                   brand across the sector.            prioritised by hospitality,          NEW
                                                                                                                                                                                       retail and consumers.

                                   A UNIQUE FOOD                       A CULTURAL, VIBRANT                    GATEWAY TO THE
                                      HERITAGE                             FOOD SCENE                        WIDER REGIONAL
                                A strong cultural food offer             There is an emergence of a          FOOD EXPERIENCE                       Established food and drink          50+ new food and drink
                                providing experiences that             cluster of street food vendors           The city is the gateway                                                products developed.
                                                                                                                                                   network with 90+ businesses   50+
                                  have been shaped by the              who are carving out their own           to a wider regional food
                                history and heritage of The               niche following, with their        experience – award winning
                                                                                                                                                   engaged and actively
                               Walled City. Strong traditions          distinctive, authentic food and      artisan producers, restaurants         shaping and participating
                              remain and are reflected in the           vibe. This is also reflected in      and Slow Adventures in the            in the network activity.
                                regions new and innovative              unique food experiences and         Sperrins. These are packaged
                                 products. Once one of the             festivals which are an integral        and promoted in a modern
                                   largest whiskey distilling            part of the city and region’s       interpretation of our history
                                 areas in the world, the city          event and festival programme,         and heritage, creativity and
                                  is currently undergoing a               both through standalone           culture and reflect our active
                                resurgence in distilling with          events such as the Slow Food       lifestyle and spirit of adventure.
                                 a growing number of craft                Festival and wider events
                                     breweries throughout               such as Halloween and Foyle
                                          the district.                  Maritime Festival featuring
                                                                            Flavours of the Foyle.

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
HOW WILL THIS STRATEGY
INTRODUCTION
                                                                                                                                                                                                BE DELIVERED?
                                                                                                                                                   We have ambitious targets for growth.        The strategy is underpinned by                   But also and most importantly -
The Derry City & Strabane District                      Producers, brewers and distillers             Local food and drink businesses already
                                                                                                                                                   We aim to double food and drink              a collaborative approach between                 successful delivery will require
Council Tourism Strategy ‘A New Level                   place innovation at the fore. There           make a significant contribution to the
                                                                                                                                                   related visitor spend to £33 million         the key stakeholders including the               the collective entrepreneurial
of Ambition’ 2018 – 2025, recognises the                are food and drink experiences which          local economy. The sector is dominated
                                                                                                                                                   by 2025 which is in line with our ambition   private sector, with defined roles               drive and ambition of the private sector.
importance of the local food and drink                  complement this offer and showcase the        by a number of large manufacturing and
                                                                                                                                                   within the Tourism Strategy. A robust        and responsibilities. Delivery of this
sector which identifies the need ‘To work               wider offer in rural areas in ways which      processing companies, vital in terms
                                                                                                                                                   monitoring and evaluation framework will     strategy will require meaningful                 This includes food producers, hospitality
closely with the food and drink sector                  imprint a sense of this place for visitors.   of job creation and export potential.
                                                                                                                                                   be developed to identify a baseline value    collaboration and real partnership               and accommodation, food tours and
and related businesses to continue raising
                                                                                                                                                   of the food and drink sector to the local    working. Food is cross cutting                   activity businesses, as well as event
the bar in terms of visitor experience’ and                                                           In recent years the region has seen
                                                                                                                                                   economy in terms of job creation and         amongst many Council departments                 organisers and attractions, underpinned by
aims to double visitor spend to £100m                                                                 a rise in the number of small, mainly
                                                                                                                                                   other economic indicators cited in the       including Business Support, Tourism,             a sound commercially viable food network.
by 2025 which will help sustain the                                                                   artisan food and drink producers.
                                                                                                                                                   Strategic Growth Plan. This will allow the   Regeneration, Skills Development as              This food network and strategic food
4770 jobs currently supported by the                                                                  This has been driven by innovative
                                                                                                                                                   sector to set ambitious targets for growth   well as business support agencies and            group representing the aforementioned
sector and will create approximately                                                                  approaches to stimulating business
                                                                                                                                                   for the duration of the plan and provide     organisations.                                   departments will be the delivery bodies.
1000 additional jobs.                                                                                 start and business growth, pioneered
                                                                                                                                                   the evidence base for the sector to be
                                                                                                      by the Foodovation Centre in the
                                                                                                                                                   positioned as a key economic driver.
The food and drink scene in                             The LegenDerry Food brand was                 North West Regional College and
Derry~Londonderry has evolved to                        established in 2013 as part of the            Council’s Business Support Team.
become one of the finest on the island.                 city’s inaugural food festival and is
The region has been on an exciting and                  now a recognised brand that has               The local food and drink sector also

                                                                                                                                                     £33
inspirational journey. Food festivals have              gone from strength to strength.               has a vital role in driving tourism
given producers and chef’s a platform                   The 2016’s Year of Food and Drink             growth, both in numbers and visitor
                                                                                                                                                                                                   Producers         Hospitality      Accommodation               Food                   Events
to showcase and sell their innovative                   initiative was a pivotal year for             spend. In other successful food
                                                                                                                                                                                                                                                               Experiences
produce and dishes, whilst restaurants                  LegenDerry Food and as a result               destinations, local food and drink              Million
are winning awards which place them                     was awarded NI’s Best Food                    businesses collaborate to provide
                                                                                                                                                                                                                         UNDERPINNED BY FOOD NETWORK
front and centre stage among the                        Destination in 2017. The city has also        rural food and drink experiences which
best in Ireland.                                        been shortlisted as one of Ireland’s          tell the story and animate the hospitality
                                                                                                                                                                                                                                   DELIVERY BODIES
                                                        top 10 food destinations three times          offer in the city’s hotels and restaurants   We aim to double food and
Street food businesses are creating                     placing runner up in 2015 and 2016.           and can contribute significantly to
a cultural and vibrant food experience.                                                               overnight stays by providing more            drink related visitor spend                                 Food Network                                   Strategic Food Group
                                                                                                      reasons to visit and stay longer.            to £33 million by 2025

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
FOOD TOURISM - GLOBAL CONTEXT                                                                                                               THE VALUE OF FOOD TOURISM
                                                                                                                                            EXAMPLES FROM ELSEWHERE
Food tourism is defined as ‘The pursuit                 ‘Food experiences have become more                             UP 3.7%
of unique and memorable eating and                      important in tourism as the ‘Experience
drinking experiences’                                   Economy’ has developed. The consumer
                                                        no longer pays for the basic service,
It has grown exponentially in recent                    but for the complete experience. In the                A recent Mintel
years and is a particularly creative and                case of food, people are willing to pay
dynamic segment of tourism. Visitors                    a premium for the added value offered                report on Artisan
are seeking authentic, local tourism
experiences which give them a real
                                                        by food experiences, which provide
                                                        a gateway into local culture, creativity
                                                                                                                  Food Ireland
connection to a place and there’s no                    and landscapes. Tourist food experiences             estimated that in
better way to do this than through food
and drink. Destinations are recognising
                                                        in particular are often contrasted with
                                                        ‘everyday’ or basic eating, as people
                                                                                                          2016, the sector was              MELBOURNE – AUSTRALIA                                         SAN SEBASTIAN – SPAIN
this as a way to diversify tourism offerings            search for ‘authenticity’ and distinction         worth 706 MILLION                 Melbourne’s food tourism centres on trendy dining and         Food and drink is a core element of local culture and heritage
and to help stimulate local, regional                   in local food and gastronomy.’
and national economic development.                                                                          EURO (500M ROI                  entertainment experiences found in planned cobblestone        and the development of food tourism is, in part, designed
                                                                                                                                            laneways that are decorated with graffiti and stencil art.    to create a better balance between urban and rural areas.
Every tourist eats about 3 times a day,                 UNWTO Global Food Tourism Report                     /206M NI) which                The city positions itself as a gateway for exploring food     Gastronomy is a main pillar of the marketing strategy
and increasingly local food and drink is
becoming a specific reason to visit                                                                        was up 3.7% FROM                 and drink experiences on day excursions into neighbouring     and a destination strength, with lead products such as fish,
                                                                                                                                            areas. Proactive planning and licencing enable the city to    seafood and pintxos. Eating and drinking is an affordable
a destination, making food one of the                                                                      2015. The sector is              position itself as a leader of urban food and drink culture   luxury - experiences to be lived out through “signature
fundamental economic drivers of tourism.
                                                                                                                   set to grow              e.g. coffee, street food, roof top bars and craft beer,       cuisine” with expert chefs as well as with family and
                                                                                                                                            which visitors seek out for a ‘local’ experience.             friends in culinary societies.
                                                                                                              +13.7% BY 2021.               Population – 5 MILLION
                                                                                                                                                                                                          The city’s strong food cultural offer is available through
                                                                                                                                                                                                          e.g. 100% Basque immersive food experiences, gastronomic
                                                                                                                                                                                                          societies, gourmet dining, food routes and tours.
                                                                                                           The report also reinforced the                                                                 San Sebastian also hosts Gastronomika (the best high
                                                                                                         consumer trend for authenticity:                                                                 gastronomy world event according to Forbes magazine).
                                                                                                    authentic ingredients and production                                                                  Population – 186K
                                                                                                            processes, regional sourcing,
                                                                                                         handcrafted, ancient production
                                                                                                        techniques and food with a story.
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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
THE VALUE OF FOOD TOURISM                                                                                                                    NATIONAL AND REGIONAL CONTEXT
EXAMPLES FROM ELSEWHERE
                                                                                                                                                                                                        Increased availability of great Irish food
                                                                                                                                             FAILTÈ IRELAND FOOD                                        and drink experiences across the country
                                                                                                                                             AND DRINK STRATEGY                                         and collaboration with relevant agencies
                                                                                                                                                                                                        to underpin the quality and sustainable
                                                                                                                                             2018 – 2023                                                practices of the Irish food and drink sector.
                                                                                                                                             Estimates that 2 billion was spent
                                                                                                                                             by overseas tourists and domestic
                                                                                                                                             holiday makers on food and drink                           Increased capability of Irish food &
                                                                                                                                             in 2017 and equates to approximately                       beverage operators to deliver a world class
                                                                                                                                             35% of overall visitor spend. The strategy
ANTWERP – BELGIUM                                                       REYKJAVIK – ICELAND                                                  aims to grow this by 400 million to
                                                                                                                                                                                                        offering that is consistent and profitable.
                                                                                                                                             2.4 billion by 2023 by:
Antwerp is the largest city in Flanders. It has a harbour and a         Reykjavik has experienced a food renaissance to become
500-year history as the centre for European diamond trading.            one of Europe’s most dynamic gastronomic destinations.
Buildings that elsewhere would be museums are still working             The city is full of exciting places to taste modern dishes using                                                                Intensified effort to ensure Irish food and
buildings here. Good Food, Good Chefs and the Good Life are             traditional ingredients, influenced by the philosophy of New                                                                    drink features more prominently in the

                                                                                                                                                      €2.4
core pillars of the food tourism strategy, and Visit Flanders           Nordic Cuisine. This has equally seen a resurgence in traditional                                                               collective marketing and sales efforts
focus on food is deemed one of five world class products which          cuisine and cooking methods e.g. using geothermal energy.                                                                       of Ireland’s tourism industry.
differentiates the destination. Partly in recognition of a new          The food industry is a major part of Iceland’s economy and
diamond museum opening, ‘Antwerp Baroque 2018. Rubens                   increasing numbers of restaurants are focusing on local food                 Billion by 2023
inspires’ programme of activities and Smaakmeesters, the city’s         to cope with the growth of tourist arrivals. Having been illegal                                                                80% of the market is Leisure Tourists who
autumn culinary festival, Lonely Planet has named Antwerp as            to brew in Iceland up until the 1990’s, craft beer is a relatively                                                              want high-quality food and experiences,
one of its Top 10 Best Cities 2018. Emphasis on food and drink          young sector, but breweries and beer festivals are now springing                                                                but this is not a primary motivation
is part of the Government strategy to raise awareness and               up to meet demand. Visible promotion of the food and drink                                                                      for travel. Culinary Tourists, those
differentiate from competitors. Focus falls on the innovators,          offer naturally links with the strong story-telling culture and                                                                 who seek unique, memorable eating
artisans and chefs and what they do with the products,                  quirky sense of fun. This characterises Iceland’s general                                                                       and drinking experiences are only
rather than the products themselves.                                    tourism marketing, it appeals to visitors and is effective                                                                      10% of the market and “Food as Fuel”
Population – 498K                                                       for gaining media attention.                                                                                                    Tourists who want to consume food
                                                                        Population – 123K                                                                                                               as quickly and as cheaply as possible
                                                                                                                                                 overseas           domestic                            are the remaining 10% of the market.
                                                                                                                                                  tourists           holiday
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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
GOING FOR GROWTH                                                                                 TOURISM NI
AGRI-FOOD STRATEGY
                                                                                                 Identifies food tourism as an                    The initiative provided the opportunity
                                                                                                 important component of the wider                 for key stakeholders to work together
                                                                                                 tourism offer and a significant                  and develop a Year of Food and Drink
The strategic vision is to                                                                       contributor to ambitious targets                 programme. This programme was
“Grow a sustainable, profitable                                                                  for NI to grow visitor spend to                  phenomenally successful across Northern
and integrated Agri-Food supply                                                                  £2 Billion by 2030.                              Ireland and as a result Northern Ireland
chain, focused on delivering the                                                                                                                  won ‘World’s Best Food Destination’
needs of the market”                                                                                                                              at the 2018 International Travel and
                                                                                                 YEAR OF FOOD                                     Tourism Awards in London.
                                                                                                 & DRINK 2016
                                                                                                 Northern Ireland’s Year of Food and
                                                                                                 Drink 2016 provided a sound platform
                                                                                                 to develop the local food and drink sector.
                                                                                                 It ran from January 2016 to March 2017
          Northern Ireland Agri                                                                  and its overall aim was to put the quality
       food sector GVA is valued                                                                 of our local food and drink at the centre
         at £1.14 billion in 2016,
        employing over 40,000                                            “Grow a sustainable,    of the tourism experience. There was a
                                                                                                 themed calendar of events, so month by
       people. This is 3.3% of the
       total GVA and 4.7% of the
                                                                               profitable and    month, across the country, festival and
                                                                                                 food events provided the opportunity

             total workforce.                                           integrated Agri-Food     to tell visitors (and remind locals) about
                                                                                                 our traditional recipes, regional specialities

                                                                        supply chain, focused    and innovative award winning products.

                                                                             on delivering the
                                                                        needs of the market.”

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
WHO IS VISITING?

FOOD NI - TASTE THE GREATNESS                                                                                                              LOCAL CONTEXT                                                                                  The region has been most successful
                                                                                                                                                                                                                                          at attracting the ‘culturally curious’
                                                                                                                                                                                                                                          market segment.

2018 - 2021                                                                                                                                Derry City & Strabane District                 sector which identifies the need                		56% visited the area
                                                                                                                                                                                                                                          sector at around £16.8 million.
                                                                                                                                                                                          “To work closely with food and drink            		           to find out stories,
                                                                                                                                           Council Inclusive Strategic Growth
                                                                                                                                                                                          sector and related business to continue         		           history and legends
                                                                                                                                           Plan 2017-2032 has highlighted tourism
Taking forward the legacy of the Year of Food and Drink,                The purpose of the campaign is to promote NI food and                                                             raising the bar in terms of visitor             		           of Northern Ireland.
                                                                                                                                           as a key sector for economic growth and
Food NI has developed a new campaign “Taste the Greatness”              drink locally, nationally and internationally & create networks,   jobs. Tourism sits under the Economic          experience’
which aims to create standout and credibility in the GB and             resources and assets that encourage:                               Pillar with the outcome “We will live
international arenas by 2021.                                                                                                                                                                                                             		82% of all visitors
                                                                                                                                           in the cultural destination of choice”                                          £100m
                                                                        • More support for NI food and drink from local consumers.                                                                                                        		 include a visit to
                                                                                                                                           offering “world class visitor experiences”.                                    by 2025
                                                                        • A spirit of entrepreneurship in the NI food and drink sector.                                                                                                   		 The City Walls.
“By 2021, we will channel our                                           • Increased awareness and ambition in terms of                     The Integrated Economic Strategy also
food revolution and make                                                  exporting NI food and drink.                                     underlines the importance of tourism for       It aims to double visitor spend to £100m        The profile of visitors is broadly ‘older’,
                                                                        • A broader international appreciation of the                                                                     by 2025 which will help sustain the             currently 44% of visitors are aged over
a mainstream story that burns                                             quality of NI food and drink.
                                                                                                                                           creating and sustaining jobs, as well as its
                                                                                                                                                                                          4770 jobs currently supported by the            55 and most travelling without children.
                                                                                                                                           importance for the positive impact it has
bright, instilling respect and love                                     • A better understanding of how NI food and                        for communities.                               sector and will create approximately
                                                                          drink links to our other cultural & tourism assets.                                                             1000 additional jobs. There has been a          The strategy highlights the importance
for NI food and drink. We want                                                                                                             Food tourism has created a segment for         13% increase in tourism jobs from 2013          of developing the rural offering as
to create passionate consumer                                           The campaign will profile NI as a tiny region with a huge          itself within tourism as it promotes local     to 2017 and these make up 9% of all             a complementary visitor experience
                                                                        food and drink heritage, using online editorial features                                                          employee jobs in DCSDC. The largest             to the urban offering. The rural
                                                                                                                                           economic development, involves many
ambassadors, who can tell our food                                      on local producers, festivals, restaurants and chefs,              different parts of the supply chain and        sector by scale is food and beverage            hinterland receives approximately
                                                                                                                                                                                                                                          one tenth of the visitor spend that
and drink stories in such inspiring ways                                including exceptional photography capturing the links
                                                                        between the landscape and it’s food.
                                                                                                                                           brings new uses to the primary sector.         serving activities.
                                                                                                                                                                                                                                          occurs in the city.
that they travel far beyond our borders.                                                                                                   Agri-Food is highlighted as one of the         		             It is estimated that around
                                                                        *At the time of writing, a definitive budget was not in                                                                                                           In 2017, the Council area’s NI market
We will move from surprising people                                     place to formally launch and drive forward this strategy           key sectors for economic growth under          		one third of total visitor
                                                                                                                                                                                                                                          share of overnight trips, nights spent
                                                                        and it is currently being rolled out with key stakeholders         “Sustain and Grow” (Sectors which play         		             spend is allocated to
with our phenomenal produce                                             as budgets and resources permit.                                   an important role in supporting Derry City     		             food and drink. The 2017         and expenditure on overnight trips
                                                                                                                                                                                                                                          stood at 5%, 5% and 6% respectively.
to creating standout and credibility                                                                                                       and Strabane’s business support, with the      		             NISRA tourism figures
                                                                                                                                                                                                                                          In the period 2015-2017 NISRA’s tourism
                                                                                                                                           potential to enable incremental growth).       illustrated that Derry City and Strabane
in the GB and international arenas”                                                                                                                                                       District Council had an annual visitor          figures estimated that 60% of overnight
                                                                                                                                                                                          spend of £55.8m (up 11% from 2016).             trips to Derry & Strabane were out of
                                                                                                                                           The Derry City & Strabane District Council
                                                                                                                                                                                          This values the food and drink sector at        state visitors– above the 55% average
                                                                                                                                           Tourism Strategy 2018 – 2025 recognises
                                                                                                                                                                                          around £16.8 million.                           across Northern Ireland.
                                                                                                                                           the importance of the local food and drink

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
FOOD OFFER

                                                                        35 artisan food    2 monthly                                           2 guesthouses,
                                                                        producers and      markets in Derry                                    58 B&B’s and 6 guest
                                                                        10 larger scale    and Strabane                                        accommodation
                                                                        manufacturers

As confirmed by
John and Sally
McKenna, Derry                                                          43 restaurants     Annual Enterprise Week                              121 self-catering units
                                                                        and 11 cafes       industry programme
has been flagged
as the ‘Next Foodie
Capital of Ireland’
and which they                                                          6 street food      26 different food & drink                           unique product of Lough
have been actively                                                      companies          related experiences                                 Foyle Irish Flat Oyster
promoting nationally.
To quote “Derry City
is the most happening                                                   4 regular food &   13 hotels with 710                                  tradition of
urban place in Ireland,                                                 drink related      rooms and 1,710 beds                                whiskey distilling
                                                                        festivals/events
so get yourself up
there before the
hordes start to arrive.’

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Local Food & Drink Strategy and Action Plan 2019 - 2025 - Derry City ...
TARGET MARKETS AND KEY OPPORTUNITIES                                                                                                                  FOOD TOURISM DESTINATION AUDIT
A successful food destination must be                   •        The Republic of Ireland (ROI)                                                        A successful food tourism destination
underpinned by an active and informed                            market, particularly the ‘Open
                                                                                                         BREXIT CONSIDERATIONS                        is a combination of the following key                                                                                                  LANDSCAPES
                                                                                                                                                                                                                                                                                            The natural, rural and
domestic market to sustain the local food                        to Ideas’ market segment.                                                            elements, the Territory Assets, Tourism
                                                                                                         The region is at a tumultuous point given                                                                                                                                           urban landscape is
sector all year round and avoid supply                                                                                                                Assets, Capacity and Food Experience.                                                                      NATURAL
                                                                                                                                                                                                                                                                                              excellent and has
                                                                                                                                                                                                                                                                                                                         PROVENANCE
                                                                                                         the uncertainty of Brexit and potential                                                                                                                                               potential to be
and demand issues related to seasonality,               •        The Great Britain (GB) Market                                                        To present this objectively, in an easy                                                                   RESOURCES                     further exploited.
                                                                                                                                                                                                                                                                                                                       The region is renowned
                                                                                                         impact on tourism as well as the food and                                                                                                                                                                    particularly for its Lough
economic fluctuations or infrastructural                         particularly the “Culturally Curious”                                                to understand format, Place Solutions                                                               There are natural resources
                                                                                                                                                                                                                                                                                                                     Foyle Irish Flat Oysters and
                                                                                                         drink economy. There may be positive                                                                                                                in abundance from the
barriers. There is already evidence of                           segment, but also targeting the                                                      used the Food Destination Evaluation                                                                 banks of the Foyle to the                                 seafood and whiskey. These
                                                                                                         and negative effects particularly given                                                                                                            rich soil of the Sperrins.                                  could be highlighted
this with the success of, and support for,                       growing “Social Energiser”.                                                          Framework developed                                                                                                                                               and sold as our USPs.
                                                                                                         the border location. Potential areas which
local food related festivals. The strategy                                                                                                            by TEAM Tourism Consulting and
                                                                                                         need addressed include – protection of
must continue to develop this important                 •        Mainland Europe, particularly the                                                    illustrated below.                                                                        IDENTITY                                                                                     COMMUNITY
                                                                                                         local food (PGI status), Rural Development
market, in particular targeting the wider NI                     fast-growing French and German                                                                                                                                          A prominent food identity                                                                         Requires further work
                                                                                                         Funding (Agri-Food programmes),                                                                                                 is emerging, but is not as                                                                        to encourage chefs to
domestic market and those “foodies” who                          markets and the “Culturally Curious”                                                 This framework was used to determine                                                  strong as the history,                                                                         engage, educate and
                                                                                                         Research & Development, access to labour
have never visited the city and region.                          and “Social Energiser” segments in                                                   the region’s current position and what                                               landscape and culture                                                                       inspire the local community
                                                                                                         and exports/imports. Councils have been                                                                                             offer which are the                                                                        to support local food and
                                                                 line with Tourism Ireland and Tourism                                                the USPs are. It has identified what                                                 primary reason to visit.                                                                     drink produce. Community
                                                                                                         asked to establish Food Resilience Teams
A key opportunity identified in the Tourism                      NI.                                                                                  components are strong, those which                                                   Food needs to be built                                                                           allotments need to
                                                                                                         to prepare for the potential impacts of                                                                                                into the wider                                                                                 be given more
Strategy is the need to attract more                                                                                                                  have potential and areas of weakness.                                                   destination offer.                                                                                prominence.
overnight stays and encourage visitors                  •        In the longer term the US and
                                                                                                         BREXIT on food provision and supply.                                                                                                                                               STRONG
to stay longer. This will be primarily                           Canadian market offers opportunities                                                       Territory Assets                            Tourism Assets                      ATTRACTIONS                                                                                    GASTRONOMY
driven by out of state visitors. Based on                        as this market continues to develop                                                                                                                                        The destination has an                                                                          The reputation of the
                                                                                                                                                      Natural Resources   Provenance                Attractions        Accommodation         abundance of visitor                                                                           area for high-quality
our proposition, market research on the                          and seek new visitor experiences                                                                                                                                          attractions and heritage                                                                      cuisine is starting to gain
                                                                                                                                                                                                                                        sites which act as key visitor                                                                   traction on the island of
visitor markets and market segments with                         in Northern Ireland, as part of an                                                       Identity        Community                             Connectivity
                                                                                                                                                                                                                                         drivers and will support the                                                                  Ireland but will benefit from
a strong propensity to visit the Island of                       Island of Ireland trip.                                                                                             Landscapes
                                                                                                                                                                                                                                        development of a viable food                                                                   more collaborative branding
                                                                                                                                                                                                                                       tourism product, including the                                                                    and marketing to further
Ireland, the following visitor target markets                                                                                                                                                                                                world-famous walls.                                                                          increase the reputation.
and market segments have been identified                                                                                                                                             Capacity
as offering the best prospects for future                                                                                                                                                                                                                          EVENTS
                                                                                                                                                          Enablers        Production                   Skills           Ambassadors                         The number, success and                                         WELCOME
growth:                                                                                                                                                                                                                                                     seasonal spread of food                                  Warm, genuine and unique
                                                                                                                                                          Local Produce              Supply Chain                        Export                            events is viewed to be very                                to the district. More work
                                                                                                                                                                                                                                                                good and a strong                                    required on local education
                                                                                                                                                                          The Food Experience                                                                differentiator. Areas for                                   and guiding visitors.
                                                                                                                                                                                                                                                           development include night                                       Desire to change
                                                                                                                                                        Gastronomy          Retail                    Events              Bookable                          time offer, collaboration                                   Sunday trading laws.
                                                                                                                                                                                                                                                              with private sector on
                                                                                                                                                                                                                                                                timing and length
                                                                                                                                                          Lead Products                Visibility                       Welcome
                                                                                                                                                                                                                                                                    of events.

PAGE 18 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                                                                                                                                    DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 19
ENABLERS
                                         Out of date legislation
                                          and licensing are not

                                                                                                                                                                                                                                   WHAT WILL SUCCESS
                                        conducive to a lively food      PRODUCTION                                                                                                                                                                                                                                    OUR KEY PROPOSITIONS
                                        destination. E.G licensing   Potential to develop this
                                      laws and regulations around     sector as an essential
                                        events, street trading and   part of the supply chain.

                                                                                                                                                                                                                                   LOOK LIKE IN 2025
                                          café culture. The VAT
                                         rate is also a barrier to
             ACCOMMODATION                 trading effectively.
                 Good range of                                                                   LOCAL PRODUCE
              accommodation from                                                              Volume, value and interest
             hotels to B&Bs. Issue of                                                         in local produce relatively
             effective and sustained                                                         low for a destination of this
                                                                                               size. Scope to stimulate
             message on the use and
                                                                                               new business starts and                                                                                                             Vision                                                                   LOUGH FOYLE AND IRISH FLAT OYSTER
             promotion of local food.
                                                                                              innovation, diversification                                                                                                                                                                             Derry~ Londonderry was built because of its proximity to food
                   Most notably
                                                                                                 and business growth.
                                                                                                                                                                                                                                   ‘To build on the achievements and                                    and in particular food from the Foyle. The Foyle is a great
                  for breakfasts.
                                                                                                                                                                                                                                   successes to date integrating our                                  natural resource featuring many streams and rivers that start in
                                                                                                                                                                                                                                   local strengths into a common                                      the Sperrin and Donegal mountains which flow into the Lough
                                                                                                                                                                                                                                   approach to benefit the entire sector                                 and out to the Atlantic Ocean. The shores of Lough Foyle
   LEAD PRODUCTS                                                                                                                                                                                CONNECTIVITY                                                                                          provide a vast array of shellfish with the Lough Foyle Irish Flat
     Potential with Lough                                                                                                                                                                     Regional airport and rail            and ultimately placing Derry~Londonderry                                     Oyster being the jewel in the Foyle’s crown.
   Foyle Irish Flat Oyster,                                                                                  SUPPLY CHAIN                                                                    links are strong but links
     whiskey, lamb, beef,                                                                              The links between producers,                                                            between city and rural
                                                                                                                                                                                                                                   as the number one food destination
  and seaweed. Stories of                                                                                                                                                                    areas are weak. The wider             on the island by 2025’
harvesting, traditional boats,                         POTENTIAL                                       processors and retailers, that
                                                                                                       facilitate the routes to market                                                       destination proposition to
 culinary and farming. Good                                                                             is still under developed and                                                          effectively link the Wild
      products but weak
        messaging and
                                                                                                           needs to be stimulated.                                                              Atlantic Way and the               Proposition
                                                                                                                                                                                              Causeway Coastal Route
        no champions.                                                                                                                                                                            will aid perceptions              The vision is underpinned by a proposition
                                                                                                                                                                                                around connectivity.               statement which sets out what makes
                                                                                                     SKILLS                                                                                                                        us different, highlights the unique selling
                                                                                                A sustained holistic
                                                                                               approach to training                                                                                          VISIBILITY            points and a strong sense of place. It sets        A UNIQUE FOOD                    A CULTURAL, VIBRANT                      GATEWAY TO THE
                                                                                              is required particularly                                                                                      There is a clearly     out where the city and district want to               HERITAGE                          FOOD SCENE                          WIDER REGIONAL
                                                                                            customer servicing, online                                                                                    recognised need for
                                                                                            marketing and the extreme                                                                                    a distinctive cohesive    be positioned in the market place. The           A strong cultural food offer        There is an emergence of a             FOOD EXPERIENCE
                                                                                                                                                                                                                                                                                    providing experiences that        cluster of street food vendors             The city is the gateway
                                                                                             shortage of trained chefs                                                                                  brand identity and value   proposition is the first stage in developing
                                                                                             in NI must be addressed                                                                                   proposition, supported by                                                      have been shaped by the         who are carving out their own
                                                                                              through a collaborative                                       WEAK                                        collaborative marketing    a food destination brand and should fit          history and heritage of The          niche following, with their
                                                                                                                                                                                                                                                                                                                                                                to a wider regional food
                                                                                                                                                                                                                                                                                                                                                              experience – award winning
                                                                                                                                                                                                       and promotion which pulls
                                                                                                 approach between
                                                                                                    colleges and                                                                                        together all elements of
                                                                                                                                                                                                                                   within the wider destination proposition.       Walled City. Strong traditions     distinctive, authentic food and        artisan producers, restaurants
                                                                                                    the industry.                                                                                         the food experience.     The Tourism Strategy sets out a headline       remain and are reflected in the      vibe. This is also reflected in        and Slow Adventures in the
                                                                                                                                                                                                                                   destination brand The Walled City - where        regions new and innovative         unique food experiences and           Sperrins. These are packaged
                                                                                                                                                                                                                                                                                     products. Once one of the        festivals which are an integral          and promoted in a modern
                                                                                                    BUSINESS SUPPORT                                                                                                               the Wild Atlantic way meets the Causeway            largest whiskey distilling       part of the city and region’s
                                                                                                                                                                                                AMBASSADORS                                                                                                                                                   interpretation of our history
                                                                                                      While there were strong
                                                                                                                                                                                              Need to identify food and
                                                                                                                                                                                                                                   Coastal Route with three supporting               areas in the world, the city     event and festival programme,           and heritage, creativity and
                                                                                                   elements of business support
                                                                                                    already operating there is a                                                              tourism professionals who            propositions of History and Heritage,              is currently undergoing a          both through standalone             culture and reflect our active
                                                                                                   need to adopt a more holistic                                                               are committed to helping
                                                                                                                                                                                                                                   Creativity and Culture and Activity and          resurgence in distilling with     events such as the Slow Food         lifestyle and spirit of adventure.
                                                                                                                                                                                                 developing the city as
                                                                                                     approach, identify gaps in                                                                                                                                                      a growing number of craft           Festival and wider events
                                                                                                    business support provision                                                                   a food hub by lending             Adventure.                                            breweries throughout          such as Halloween and Foyle
                                                                                                     and tailor existing support                                                                  their name and skills,
                                                                                                       packages to meet the                                                                      for example in events,                                                                       the district.             Maritime Festival featuring
                                                                                                        needs of this sector.            RETAIL                        BOOKABLE                        schools and                                                                                                         Flavours of the Foyle.
                                                                                                                                    The local retail offer is    There is a lot more scope to    promotional material.
                                                                                                                                 generally weak, with a few      develop the range of online
                                                                                                                                 notable exceptions. There        bookable food offerings,
         PAGE 20 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                  is no strong visual presence        tours or experiences.
                                                                                                                                                                                                                                                                                                           DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 21
                                                                                                                                 and very little online offer.
RECIPE FOR SUCCESS                              FOUR STRATEGIC PILLARS
By 2025, the Strategy and Action Plan will              •       20+ new food and drink                 The strategy identifies four strategic pillars complemented by an action
deliver the following key outcomes:                             experiences developed.                 plan which is designed to encourage innovation among the core ingredients
                                                                                                       of the local food and drink sector and develop them within the context of
•       The food and drink sector will have             The research, consultation and baseline        a wider tourism offer in support of growing visitor markets.
        doubled its contribution to the local           analysis, underpinned by the food
        economy in line with the Tourism                destination evaluation framework which
        Strategy goals to a value of £33 million.       identifies the complex and inter-related
                                                        factors to develop a successful food
•       Adoption of the ‘LegenDerry Food’               tourism destination, sets out where the
        brand across the sector.                        region sits as a food destination today.
                                                        The strategy sets out where we want to
•       Established food and drink network              be by 2025. It articulates a clear strategic
        with 90+ businesses engaged and                 vision for all stakeholders working in
        actively shaping and participating              collaboration and sets out a compelling
        in the network activity.                        proposition to differentiate us in the
                                                        market and forms the basis of a food
•       Established strategic food group                destination Branding and Marketing               STRATEGIC PILLAR 1                STRATEGIC PILLAR 2              STRATEGIC PILLAR 3                    STRATEGIC PILLAR 4
        with quarterly meetings.                        Strategy. The strategy highlights                    Integrated                    Business Support and            World Class Food and                 Enhance Reputation as a
                                                        opportunities, target markets and                  Communication                     Capacity Building            Drink Visitor Experiences                Food Destination
•       A strong food culture where local               potential outcomes. The action plan sets
                                                        out a robust implementation plan for the
                                                                                                            and Delivery
        produce is prioritised by hospitality,
                                                                                                                                              To signpost food and         To facilitate food and drink            To work collaboratively to
        retail and consumers.                           first three year period of the strategy.
                                                                                                         To effectively utilise existing        drink businesses          businesses to develop unique,           position Derry~Londonderry
                                                                                                         resources and fully integrate         to relevant training         bookable packages and                   as the number one food
•       50+ new food and drink
                                                                                                            the food and drink offer          and business support             visitor experiences.                 destination on the island
        products developed.
                                                                                                          into the wider delivery and         channels and clearly                                                         of Ireland.
                                                                                                        communications plans for the       identified routes to market.
•       Full calendar of food events
        with a minimum of 2 food                                                                                 city & district.
        events every month.

PAGE 22 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                              DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 23
STRATEGIC PILLAR 1 INTEGRATED                                                                                                             STRATEGIC PILLAR 2
                    COMMUNICATION AND DELIVERY                                                                                                                BUSINESS SUPPORT AND
The creation of a sustainable and                       DCSDC CROSS DEPARTMENTAL                LEGENDERRY FOOD BRANDING
                                                                                                                                                              CAPACITY BUILDING
commercially viable food and drink                      WORKING GROUP                           AND MARKETING STRATEGY
sector, is dependent on the establishment               This internal group comprising          This is a key element of this strategy
of fully integrated delivery structures                 of key departments within Council,      which will review the LegenDerry
working collaboratively at a strategic                  will be set up to coordinate existing   brand and develop a Branding and             Delivery and success will be dependent          FOOD TOURISM DEVELOPMENT
and operational level to an agreed                      resources and direct budgets to this    Marketing Strategy to develop it fully.      on a collaborative approach across              The Council Tourism Department,
strategy and action plan.                               economic and tourism priority.          It will be supported by a marketing          all Council departments and key                 Visit Derry and the wider tourism
                                                                                                and PR plan to drive awareness of            stakeholders. DCSDC have identified             bodies such as Tourism NI, NWRC
STRATEGIC FOOD GROUP                                    LOCAL FOOD AND DRINK NETWORK            the local food and drink offer.              local food and drink as a key economic          and Foodovation will have a key role
This established group will continue                    This is the central building block                                                   driver in the Strategic Growth Plan which       in positioning the local food and drink
to bring together the key Council                       of the strategy. It will be comprised   DISTINCT COMMUNICATION CHANNELS              could contribute significantly to local job     sector within their wider business
departments and public stakeholders                     of members from across the sector       It has been identified as vital to have      creation. It is also a vital component          support and capacity building initiatives.
involved in local food and drink.                       to steer the activity and actions       distinct channels for business-to-business   of the Tourism Strategy, again contributing
It will be responsible for supporting                   of the network.                         (B2B) promotion and communication, and       to the ambitious target for increased           AN ENGAGED FOOD NETWORK
the delivery and the monitoring                                                                 consumer facing (B2C) communication          visitor spend and job creation.                 The benefit of such programmes
of this strategy, signposting further                                                           and promotion. These will be developed                                                       includes contributing to the development
funding opportunities and positioning                                                           in line with recommendations from the        PRIORITISING FOOD AND DRINK                     of an engaged stakeholder network,
the local food and drink sector in                                                              Branding and Marketing Strategy.             The local food and drink strategy               where peers can learn from each
a regional and national context.                                                                                                             ensures that the sector is prioritised          other and often leads to opportunities
                                                                                                EDUCATION                                    within existing business support and            for collaboration and new product
                                                                                                It is vitally important to educate           capacity building initiatives in order          development.
                                                                                                consumers and the industry of the            to fully realise this potential and create
                                                                                                importance of supporting local food          an economically viable competitive
                                                                                                and drink. This not only contributes         sector. This is across all agencies including
                                                                                                to the local economy but also creates        InvestNI, NWRC, DCSDC and DAERA.
                                                                                                further employment in the food sector.

PAGE 24 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                                                                          DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 25
STRATEGIC PILLAR 3 WORLD CLASS                                                                                                                  STRATEGIC PILLAR 4
                    FOOD AND DRINK VISITOR EXPERIENCES                                                                                                              ENHANCE REPUTATION
The delivery of world class food and drink              VISIBILITY                                    STANDARD
                                                                                                                                                                    AS FOOD DESTINATION
visitor experiences will contribute to a key            It is crucial to help visitors to uncover     Promising and delivering a world-class
outcome within the Economic Pillar of the               local food and drink experiences and          visitor experience are two very different
Strategic Growth Plan “We will live in the              make it easy to do. It is about provenance,   things. A marketing promise raises
cultural destination of choice” offering                story-telling and championing fantastic       expectations which the experience             The strategic vision will only be achieved   the award application process itself.
“world class visitor experiences”. It will              local produce – through retail displays,      has to live up to e.g. offering what is       by a deliberate, sustained collaborative     High profile awards ceremonies such
also support the development of a vibrant               hospitality menus, ambassadors and            promoted, adhering to advertised hours        effort to enhance the reputation of          as Blas na hÈireann, Irish Food Awards
evening economy as set out in the Tourism               awards. These enable visitors to feel         of operation, providing excellent customer    LegenDerry Food on the local, national       and the Irish Restaurant Association’s
Strategy. Local food and drink is a vital               a connection with the destination, as         service, and having knowledgeable front-      and international stage.                     Foodie Destination award are all
element in building a distinctive sense                 well as creating benefits to the local        line staff. Popular online review sites                                                    instrumental in raising the profile and
of place for a tourism destination.                     economy.                                      often show when these expectations            LOCAL FOODIES                                awareness of food destinations.
                                                                                                      and experiences don’t come close. The         This will be underpinned by the local
FOOD CULTURE & SENSE OF PLACE                           THE UNIQUE LEGENDERRY OFFER                   concept of delivering world-class visitor     foodie community who must be educated        FOOD BLOGGERS/CRITICS
Local food & drink experiences                          Building a distinctive sense of place         experiences covers the entire process,        and enthused about the local food and        Investing time and resources to attract
capitalise on a strong cultural asset                   which can encompass signature                 not just what happens on the ground.          drink offer. They will be the biggest and    prominent national and international
and help to define destinations sense                   dishes, hero products, local events,          Ideally, today’s visitors expect to be able   most important advocates, providing          food bloggers and food critics encourages
of place which is both genuine and                      food ambassadors, celebrity chefs             to research, buy tickets, and find other      a sustainable local market all year round    engagement and commentary with target
differentiates one visitor destination                  and award-winning restaurants, each           local things to do in the area and to buy     as well as acting as ambassadors to the      audiences. This means cooperating
from another. This can play to a                        with a role to play. Local restaurant         products all in a single space.               important visitor market.                    with Tourism NI and Tourism Ireland
destination’s strengths, and provide                    days or weeks can be off-season,                                                                                                         on targeted familiarisation trips etc.
memorable visitor experiences                           can focus on a particular theme or            BEST PRACTICE RESEARCH                        AWARDS
which are repeated and shared –                         can be low cost. High quality menus           Defining a world-class experience is          DCSDC has already attracted many
leading to an increase in visitor spend                 designed to introduce and encourage           difficult. Opportunities to learn from        national and international awards.
and customer satisfaction.                              new, younger markets. Offering a              recognised best practice is an easy way       This must continue to be the case
                                                        critical mass of experiences is               for businesses and front-line staff to see    and be supported by proactive
                                                        important for visitor choice.                 how visitor expectations are shaped and       promotion of the destination’s food
                                                                                                      to benchmark themselves accordingly.          related awards as well as support for

PAGE 26 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                                                                             DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 27
STRATEGIC PILLAR 1: INTEGRATED COMMUNICATION AND DELIVERY
                                                                                                                                 Objective: To effectively utilise existing resources and fully integrate the food and drink offer

                                                                            ACTION PLAN
                                                                                                                                 into the wider delivery and communications plans for the City and District.

                                                                                                                                 No         Action                                            Timescale   Responsibility   Performance Indicators

                                                                                                                                 1          Creation of a unified Local Food and              Y1          DCSDC            • Bespoke model developed.
                                                                                                                                            Drink Network (LFDN)                                                           • Terms of Reference adopted.
                                                                            The action plan sets firm foundations for                                                                                                      • Quarterly meetings.
                                                                            the successful development of Derry City                                                                                                       • Creation of a network database.
                                                                            and Strabane District Council as a food                                                                                                        • Attract 90 DCSDC based food businesses
                                                                            destination. A three year action plan from                                                                                                       as members.
                                                                            2019-2022 is designed to build on existing                                                                                                     • Activity plan developed.
                                                                            strengths and future potential, and to                                                                                                         • Increase activity on closed
                                                                            address the weaknesses identified in the                                                                                                         Facebook group.
                                                                            Food Destination Evaluation Framework.               2          Creation of an internal working group of          Y1          DCSDC            • Quarterly meetings.
                                                                                                                                            key Council departments to ensure cross
                                                                            (Additional goals and objectives will evolve over               departmental communication and collaboration.
                                                                            time to sustain and support the sector as the
                                                                            strategy is being implemented. This will happen in   3          Review and continue the existing                  Y1-3        SFG              • Group members reviewed and revised
                                                                            ongoing communications with the key stakeholders                Strategic Food Group (SFG)                                                       as appropriate.
                                                                            and through the Food Network group.)                                                                                                           • Terms of Reference adopted.
                                                                                                                                                                                                                           • Quarterly meetings to review and
                                                                                                                                                                                                                             monitor progress of the strategy.
                                                                                                                                 4          Review the existing ‘LegenDerry food’ identity    Y1          DCSDC            • SFG and LFDN agree brand.
                                                                                                                                            and create branding strategy including consumer                                • Clear, unique strong brand identity
                                                                                                                                            engagement with the brand.                                                       developed and implemented.
                                                                                                                                                                                                                           • Consumer engagement plan developed.
                                                                                                                                 5          Develop an annual local food and drink            Y1-3        DCSDC/           • 6 articles in press annually.
                                                                                                                                            PR and marketing strategy with                                LFDN/            • Work closely with TNI and TI to attract
                                                                                                                                            associated marketing material.                                VD/TNI             food and drink bloggers and key influencers.
                                                                                                                                                                                                                           • Number and range of marketing materials
                                                                                                                                                                                                                             available to food sector/network
                                                                                                                                                                                                                             including image bank.
                                                                                                                                                                                                                           • Work with VD to ensure LegenDerry Food
                                                                                                                                                                                                                             and drink features prominently in marketing
                                                                                                                                                                                                                             and sales of overall tourism.
                                                                                                                                                                                                                           • Work with VD on promoting bookable
                                                                                                                                                                                                                             food experiences online.
                                                                                                                                                                                                                           • LegenDerry Food presence at consumer
                                                                                                                                                                                                                             shows, tradeshows and tourism expos.
DCSDC
PAGE 28Local Food
         DCSDC    & Drink
                Local FoodStrategy
                            & Drinkand  Action
                                    Strategy   Plan
                                             and    2019 Plan
                                                  Action - 2025 PAGE
                                                              2019     28
                                                                   - 2025
                                                                                                                                                                                                                   DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 29
STRATEGIC PILLAR 2: BUSINESS SUPPORT AND CAPACITY BUILDING                                                                                                   STRATEGIC PILLAR 2: BUSINESS SUPPORT AND CAPACITY BUILDING
Objective: To signpost food and drink businesses to relevant training and business                                                                           Objective: To signpost food and drink businesses to relevant training and business
support channels and clearly identified routes to market.                                                                                                    support channels and clearly identified routes to market.

 No          Action                                                     Timescale   Responsibility   Performance Indicators                                  No        Action                                           Timescale   Responsibility   Performance Indicators

 1           Co-ordination of all supports and                          Y1-3        NWRC/ SFG/       • Completion of mapping business and skills             7         Proactive planning and licensing to enable       Y2-3        DCSDC            • Working closely with licensing department.
             initiatives with potential to impact on                                Tourism Skills     support database.                                               the city to fully realise street food &
             the food sector and identify any gaps                                  Sub Group        • Identify gaps in current provision with SFG.                    café culture potential.
                                                                                                     • Costed action plan for local intervention
                                                                                                       and support.                                          8         Promote free advice and assistance offered       Y1-3        DCSDC            • Respond to 100% of all food businesses or
                                                                                                                                                                       by Environmental Health Department to all                                       potential food businesses requesting
 2           Promote Business Start, Business Referral                  Y1-3        DCSDC            • Support 20+ food and drink businesses                           new and prospective food businesses,                                            advice or assistance.
             Programme, Invest NI and Business Support                                                 through Business Boost and other                                on aspects of food safety and hygiene.                                        • Provide 100% of new food businesses with
             Export Programmes to food and drink sector                                                programmes of support.                                                                                                                          advice and guidance following registration.
                                                                                                                                                             9         Develop a local food programme at                Y2          SFG              • Secure capital and revenue funding to deliver
 3           Local food and drink customer                              Y2          NWRC/            • Work with partners to further develop and tailor                the planned Walled Garden and                                                   a city wide food programme.
             service training programme                                             Tourism Skills     customer service training available to everyone                 Acorn Farm at St Columbs Park
                                                                                    sub group          in food and drink sector.
                                                                                                     • Identify funding pots and delivery partners
                                                                                                       with stakeholders.
                                                                                                                                                             10        Maximise horticultural training opportunities    Y2          DCSDC            • Enhanced uptake of the horticulture opportunities
                                                                                                     • Train 50 staff.
                                                                                                                                                                       across the district in partnership with others                                  at the Horticulture & Environment Training Centre
 4           Develop a programme of short bespoke                       Y1-3        NWRC/            • Work with business support, education skills                                                                                                    with the Conservation Volunteers in Brooke Park.
             workshops for the food and drink sector                                Tourism Skills     delivery partnership to develop programme.                                                                                                    • Work in partnership with the NWRC on future
             as identified by the LFDN.                                             sub group        • Identify potential funding pots/delivery bodies                                                                                                 regional horticulture skills and training.
                                                                                                       and partnerships.
 5           Review and develop food and drink                          Y1-3        DCSDC            • Research best practice nationally.
             element of Council led monthly markets.                                                 • Collate feedback from Food Network.
                                                                                                     • Run 2 pilot ideas at markets.

 6           Encourage new food and                                     Y1-3        NWRC/INI         • Support 50+ new food and drink businesses in.
             drink business start-ups                                                                • Work with Foodovation, INI and Council’s Business
                                                                                                       Support to deliver food and drink specific info day
                                                                                                       during Enterprise Week.
                                                                                                     • Scope topic specific info days for sector.
                                                                                                     • Hold minimum of 1 networking event per year
                                                                                                       through Food Network which is aimed at
                                                                                                       potential food and drink businesses.
                                                                                                     • Work with partners to ensure companies
                                                                                                       are aware of support available.
PAGE 30 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                                                                                           DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 31
STRATEGIC PILLAR 3: WORLD CLASS FOOD AND DRINK VISITOR EXPERIENCES                                                                                            STRATEGIC PILLAR 4: ENHANCE REPUTATION AS FOOD DESTINATION
Objective: To facilitate local food and drink businesses to develop unique, bookable                                                                          Objective: To work collaboratively to position Derry~Londonderry as the number one
packages and visitor experiences.                                                                                                                             food destination on the Island of Ireland.

 No          Action                                                     Timescale   Responsibility   Performance Indicators                                   No        Action                                      Timescale   Responsibility   Performance Indicators

 1           Increased availability of food and drink                   Y1 - Y3     LFDN/            • Facilitate a food experience development               1         Establishment of a solid local food         Y1          LFDN/            • Familiarisation trips around district.
             experiences for key target markets                                     DCSDC/VD/          programme to help food and drink businesses                      culture within the sector and community                 DCSDC/VD         • Best practice trips to reinforce benefits
                                                                                    TNI                to develop unique experiences.                                   based on three foundations of quality,                  / DCSDC            of local food and drink.
                                                                                                     • Work with industry to ensure experiences                         authenticity and locality.                              Community        • Organise more events such as ‘A Taste
                                                                                                       are easily visible and bookable.                                                                                         dept.              of LegenDerry’ to support and encourage
                                                                                                                                                                                                                                                   links between producers/retail and hospitality.
 2           Review and develop the annual programme                    Y2          DCSDC            • Collate feedback from industry on current festivals.                                                                                      • Integrate a project to educate residents on the
             of local food and drink events                                                          • Best practice research.                                                                                                                     benefits of local food and drink into the
                                                                                                     • Work with partners to ensure events are meeting                                                                                             Community Awareness Programme.
                                                                                                       the needs of target visitor markets and
                                                                                                       driving overnight stays.                               2         Development of a local food                 Y1          LFDN             • Develop criteria, governance framework and
                                                                                                     • Investigate opportunities to promote local                       accreditation mark to highlight                                            quality standards for a Local Food and Drink
                                                                                                       food element within other existing events.                       food provenance.                                                           Accreditation Mark utilising the Food
                                                                                                     • Based on outcomes of review and industry                                                                                                    Destination Brand.
                                                                                                       feedback, identify new annual events and               3         Develop and promote our USPs                Y1-3        LFDN/            • Develop branding strategy utilising our USP’s.
                                                                                                       continue to deliver existing events.                             and lead products                                       DCSDC/VD/        • Work with industry partners to develop
 3           Best Practice Trips                                        Y1-3        LFDN             • Provide opportunities for the sector to visit                                                                            LA                 specific actions to develop and promote our
                                                                                                       best practice areas and to gain insight                                                                                                     USP’s such as whiskey and seafood.
                                                                                                       and knowledge.                                                                                                                            • Scope ways to promote Lough Foyle
                                                                                                                                                                                                                                                   Irish Flat Oyster.
 4           Benchmarking                                               Y1-3        VD/LFDN          • Gather information on current visitor                                                                                                     • Development of Street Food Culture.
                                                                                                       experiences around food and drink.                                                                                                        • Opportunities for Food Heritage and
                                                                                                     • Determine food and drink expectations.                                                                                                      distilling tradition.
                                                                                                                                                              4         Continue working to secure accreditations   Y1-3        LFDN/            • Facilitate businesses to enter national awards
                                                                                                                                                                        and awards for the food and drink sector                DCSDC/VD           such as Great Taste and Blas na hÈireann and
                                                                                                                                                                                                                                                   obtain professional accreditation.
                                                                                                                                                                                                                                                 • Secure Foodie Destination status.
                                                                                                                                                              5         Support LFDN members to                     Y2-3        DCSDC/VD/        • Establish who within LFDN are willing to
                                                                                                                                                                        become food ambassadors                                 LFDN/SFG           be Food Ambassadors.
                                                                                                                                                                                                                                                 • Identify support required.
                                                                                                                                                                                                                                                 • SFG to facilitate training/skills building
                                                                                                                                                                                                                                                   where possible.

PAGE 32 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025
STRATEGIC PILLAR 4: ENHANCE REPUTATION AS FOOD DESTINATION
Objective: To work collaboratively to position Derry~Londonderry as the number one
food destination on the island of Ireland.                                                                                                                 FUTURE FUNDING OPPORTUNITIES                                                              MONITORING AND EVALUATION

 No          Action                                                     Timescale   Responsibility   Performance Indicators

 6           Develop and promote Sustainable                            Y2          DCSDC            • Create a multi-disciplinary working group           The Local Food and Drink Strategy          and drink offer in international               This strategy has baselined the current
             Food City Status                                                                          to cultivate sustainability.                        and Action Plan 2019-2025, is first and    marketing and promotional activity.            local food and drink offer in terms of
                                                                                                     • Identify key areas which need addressed in          foremost an integrated approach to the                                                    quantity and perceived quality. It has
                                                                                                       order to achieve Sustainable Food City              development of the sector. Kick started    Emerging opportunities will include            also set out ambitious targets for growth.
                                                                                                       status and plan to address.                         by major funded projects such as UK        new funding initiatives from DAERA             However, it was clear that there was
                                                                                                     • Prepare application with working group              City of Culture and Year of Food and       such as the Co-operation Programme.            a lack of information on the current
                                                                                                       and establish timeframe for submission.             Drink 2016, and more recently through      The Invest NI Collaborative Growth             and potential economic value of the
                                                                                                     • Deliver pilots through SAFER project addressing
                                                                                                                                                           specific European 2016 projects such       Programme also represents opportunities        sector. This type of information will be
                                                                                                       sustainability of Lough Foyle Irish Flat Oyster.
                                                                                                     • Produce a Sustainable Food Policy for DCSDC area.
                                                                                                                                                           as NICHE and SAINT as well as annual       for the future. Both these projects            essential to continue to prioritise and
                                                                                                     • Promote a vibrant and diverse sustainable           funding opportunities such as DAERA        are dependent on networking and                develop the sector, for example, to avail
                                                                                                       food economy.                                       Regional Food Programme. This will only    collaboration. The integrated delivery         of future funding opportunities such
                                                                                                                                                           be sustainable over the longer term by     structure advocated in this strategy           as Invest NI Collaborative Growth. It is
 7           Promote Fairtrade campaign                                 Y1-3        DCSDC            • Maintain the Fairtrade City and District
             within DCSDC area                                                                         status achieved within DCSDC area.                  positioning the sector within mainstream   will meet the criteria set by both             highly recommended that the baseline
                                                                                                     • Develop the membership of the local                 Council Business Support and tourism       these and other similar programmes.            information collected in the preparation
                                                                                                       Fairtrade Steering Group across DCSDC area.         programmes and initiatives.                                                               of this strategy is further developed into
                                                                                                     • Increase the number of Fairtrade premises                                                                                                     robust economic data. Useful information
                                                                                                       within DCSDC area (retail, catering, schools,       While this has been the main thrust                                                       will include growth of the sector over
                                                                                                       colleges, workplaces and places of 2016 worship).   of the strategy and action plan, this                                                     time and as a result of business support
                                                                                                     • Support, promote and deliver Fairtrade              does not preclude the inclusion of                                                        initiatives including innovation and
                                                                                                       Fortnight annually.                                 additional funding opportunities as                                                       diversification.
                                                                                                     • Promote Fairtrade ethos and produce at events.
                                                                                                                                                           they come on stream.
                                                                                                     • Increase awareness of Fairtrade amongst
                                                                                                                                                                                                                                                     Another key element of continuous
                                                                                                       citizens through various marketing and
                                                                                                       promotional campaigns.                              The strategy has also been carefully                                                      monitoring and evaluation is the collection
                                                                                                                                                           positioned within the wider strategic                                                     of data on visitor satisfaction levels in
                                                                                                                                                           context to take advantage of future                                                       relation to the food and drink sector.
GLOSSARY
                                                                                                                                                           funding opportunities such as Tourism                                                     It is recommended that a programme
Derry City and Strabane District Council		 DCSDC                                    Tourism NI 					TNI                                                    NI experiential development                                                               of research in partnership with the Council
Visit Derry 						VD                                                                Tourism Ireland 				           TI                                      programmes, new events, international                                                     Tourism Development Department and
Strategic Food Group        				           SFG                                      North West Regional College			 NWRC                                    marketing opportunities and growth                                                        Visit Derry is put in place to measure and
Local Food and Drink Network 			           LFDN                                     North West Partnership 			     NWP                                     fund opportunities. Likewise, Tourism                                                     monitor visitor satisfaction levels and
                                                                                    Loughs Agency				LA                                                    Ireland are featuring the local food                                                      feedback on the food and drink offer.

PAGE 34 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025                                                                                                                                                                 DCSDC Local Food & Drink Strategy and Action Plan 2019 - 2025 PAGE 35
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