b'CASE STUDYChanging ways to meet changing consumer behaviours RECOMMENDATION 1:Mossgiel Farm, once home to Robbie Burns, has beenDRIVE MARKET GROWTHfarmed by three generations of the Cunningham family. In the need to secure a sustainable future for the farm,Continued investment in dedicatedBryce, the current generation of the Cunninghamresource to build awareness and salesfarming family, decided to take a slightly differentof Scottish dairy products both at homeapproach to dairy farming from that of his fatherand grandfather. and internationally, including:Working with nature to ensure a sustainable, organic An International Growth Champion and ethical product and to minimise the farmsto double markets and grow shareenvironmental impact, Bryce started selling Mossgiels non-homogenised organic milk direct to the customerwithin themthrough door-stop deliveries as well as from vending machines in local stores. Starting locally in Ayrshire,Sales resource to drive artisan Mossgiel was soon supplying speciality coffee shopsopportunities in the UK marketand convenience stores across central Scotland. (includes Scotland) To raise awareness of market opportunities for new productOn-farm diversification has become more prevalent,developmentwith milk vending and the production of artisan cheeses, yogurt and ice creams offering farmers the A presence at specifically targetedopportunity to further commercialise their milk. Thisfood exhibitions and events to raise trend is set to continue with shoppers becoming re-engaged with where their food is produced. awareness of Scottish cheeses with This trend should be supported to encouragedomestic and international buyersentrepreneurism and optimisation of inputs. The development of a ScottishA really positive recent development is direct-to-home delivery of dairy products. This continues to grow, ascheeseboardevidenced by McQueens, with more consumers enjoying the benefit of having fresh milk delivered to their homes, Developing commercial partnerships along with other dairy and associated products. with other iconic Scottish products A Market Development Programme toCASE STUDY support new listings, new relationshipsMcQueens Dairies and visits to and from markets to build long-term sustainabilityMcQueens Dairies is now one of Scotlands biggest doorstop deliverers of milk, and a recent expansion in a To underpin growth with strong new plant will allow them to deliver more milk to moreassured and authentic credentialspeople at home. This new facility will more than double the companys milk production capacity. But it wasntof sustainable and conscientious always that way. They began their business in 1995 production of dairy productswith one milk round in St. Andrews and since then havethroughout the chaingrown the business to cover much of central Scotland. They pride themselves on being a family-run business restoring the traditional doorstep milk delivery.09'