A motor racing marketing guru who went on to create an award-winning gin company is set to explain the winning formula for diversification to budding agri-food entrepreneurs across Scotland.
Andrew Mackenzie, managing director of Dundee-based Verdant Spirits, spent 10 years as creative director of the marketing arm of the McLaren Formula 1 team. During his tenure, he worked alongside legendary drivers such as Ayrton Senna and Alain Prost.
After returning to university to do a Master’s degree in Food and Drink Innovation in 2013, Andrew established Verdant Spirits.
He will be sharing his story at the first of a series of free food and drink diversification workshops organised by the Scottish Government’s Farm Advisory Service (FAS).
Led by experts from SAC Consulting, part of Scotland’s Rural College (SRUC), the one-day ‘Unwrapping the Secrets to Success’ workshops are aimed at producers and new entrants who are considering adding value to farm produce through diversification.
The events, which all take place from 10:30am-3:30pm and include lunch, are as follows:
- Monday, September 10: Lochter, Oldmeldrum, Inverurie;
- Tuesday, September 11: Barony, Parkgate, Dumfries;
- Wednesday, September 12: Church Centre, Glencruitten Road, Oban.
Topics covered will include trends and innovation, branding and business value proposition.
In addition to hearing from guest speakers, those attending will have the chance for a one-on-one consultancy session. Each workshop has a different guest speaker, each with a story to tell.
Andrew, who will be the guest speaker at Oldmeldrum, said: “I’m really looking forward to sharing my story at this workshop. There are a lot of things to weigh up when it comes to diversification, with one of the most important things being getting to know your customer base, but I hope I can inspire people with Verdant Spirits’ success.”
Ceri Ritchie, Senior Food and Drink Consultant at SRUC, said: “Andrew and all our guest speakers have a great story to share and we are excited to have them on board at these events.
“Food and drink diversification is such a fantastic opportunity for rural businesses at the moment when consumers are looking for local products and visitors are looking for a fabulous food and drink experience.”
