Food, drink and tourism businesses in Fife are being given the opportunity to attend the latest in a series of “Profit on a Plate” workshop days.

This time the venue is the stunning clubhouse at the Duke’s Course at Craigtoun, just outside St Andrews.

The day (April 1st) will cover subjects such as selling, food photography, menu planning, and local produce.

The programme will also feature a networking lunch organised by Old Course Hotel executive chef Martin Hollis and his team. The lunch is also open to people not attending the workshop sessions (see details below)

The event has been organised by Vivien Collie, who is also a director of the Fife Food Network’s “Food from Fife” initiative.

The day is supported by the Fife Tourism Partnership (supported by Fife Council), Business Gateway Fife and the European Regional Development Fund.

Details of the programme are below:



Profit on a Plate


The Duke’s Clubhouse, Craigtoun Park, St Andrews

Tuesday 1st April 2014

10.30am (for 11am start)-4pm


  • Do you want to know how to sell more of your products at markets and events?
  • Do you want to know how good food photography and great images can really make a difference to your business?
  • Do you want to know how to increase your business by improving your menu content and layout?
  • Would you like to learn more about local produce available in Fife?


Local food producerschefs and tourism businesses are being offered a unique chance to take part in a specially designed training day with the choice of two practical two hour sessions andone-to-one menu advice sessions.  The training will cover:


Selling at Farmers’ Markets and Food Fairs:  If you are a food or tourism business that often takes stands or stalls at events – this is your chance tounderstand the process of selling from a standincluding techniques such as:


  • Getting more people to stop
  • Having a busy stand that is interesting
  • Enthusing customers with the right message about products
  • Protecting your samples etc 
  • Asking for the order in a nice way (‘closing the deal’!)
  • Getting rid of timewasters
  • Collecting data for future work and social media

This session will look at all these elements and will be delivered in a practical way – we set up a stand in the venue and participate in illustrating good practice and bad practice.  We also have pictures taken from farmers markets and food fairs all over the country to show you some examples.

The techniques, once learnt, can be used time and time again.  This leads to greater confidence, the potential to increase sales and, perhaps, the impetus to grow your business in a wider environment.

The session is ideal for anyone working at trade or consumer events, farmers’ markets, craft fairs, tourism events, tourist trade or food trade events.

Russell Ferguson (, who will deliver this element of the programme, is a Chartered Marketer and also works at food exhibitions all over the UK, coaching people on stand to increase the sales effect of their attendance.  He has contracts with a number of economic development agencies, including Scottish Enterprise, where he delivers exhibition training to companies attending shows overseas, and to Scottish Development International personnel who manage stands worldwide.  Feedback from RFM programmes is always excellent. The training can often be a pivotal point in business success.


Food photography:  Good photography and great images SELL.  They tell your story and they showcase what you do.  They help people relate to your business on a number of levels and they seduce people into buying the fabulous space and the fabulous food and the fabulous service that you have created.

So, why do the photographs that represent your wonderful business – on your website, or on your blog, or in your printed marketing material – make you seem just like every other bed and breakfast/hotel/cake maker?

You are unique. Who you are. What you do. How you do it. And it is images, not words, that will have the strongest impact on your customers.  So, during a workshop that will change how you think we shall:


  • Get to the very essence of who you are and what you do
  • Identify the unique characteristics of your business
  • Set up/food style various food shots that will showcase the essence of your business
  • Discover how to use these images on line to promote your business


These training sessions will be delivered by professional caterer and food photographer Carole Fitzgerald.  Carole is an ex hotelier, founder of The Seafood Trail and author of ‘From Crabshack to Oyster Bar’. She now combines a career in food photography/styling/teaching and writing with running her own event catering business.


Our ‘Menu Surgery’:  There will also be an opportunity to receive expert one-to-one adviceon professional menu writing. During the day you can work with catering consultant Sandra Reid andlearn how to increase your business by improving menu content and layout. There will be a series of 20 minute sessions for individual businesses.  These will cover:


  • an analysis of your menu mix
  • seasonality
  • sales mix tips
  • local/regional produce signposting


Sandra Reid has been an independent catering consultant for 10 years, specialising in food service concept and strategy development in tourism and leisure environments.  Sandra has experience in contract design, procurement and negotiation, as well as development of financial and operational monitoring systems.  For the last 3 years Sandra has been contracted to Scottish Enterprise to deliver the Experiencing Scotland project – assisting tourism businesses to harness the best of Scotland’s larder while improving turnover and bottom line profitability.



Networking Lunch: 

The event will take place at the Duke’s Clubhouseat Craigtoun Park near St Andrews( The Duke’s Clubhouse – which enjoys stunning views over St Andrews Bay – is part of the Old Course Hotel Golf Resort and Spa, and the chef team has created a fantastic networking lunch, using local produce, as part of the training day.


During lunch, there will be a break out session and an opportunity to network with members of the team from the Old Course Hotel, Golf Resort & Spa.


Present on the day will be the resort’s Executive Chef, Martin Hollis. Martin is a member of the Federation of Chefs and has a passion for provenance and engagement with new talent entering the industry.  He has been at the forefront of the resort’s community engagement – including monthly cookery demonstrations at the Fife Farmers’ Market in St Andrews.  In 2013, he helped to launch the resort’s latest outlet – Hams Hame Pub & Grill – behind the Old Course’s 18th green.


Also present will be the resort’s PR & Social Media consultant, Simon Baldwin.  Simon has worked with the resort for four years.  He works very closely with the resort’s sales and marketing team to ensure communication is delivered that best supports the business’ aims and commercial targets.


The programme for the day is:


10.30am          Coffee and welcome

11am-1pm       Choice of Food Photography or Selling Skills workshops

1pm-2pm         Networking lunch with local produce

2pm-4pm         Choice of Food Photography or Selling Skills workshops

4pm                 Coffee and close


11am-4pm       Series of ten 20 minute, one-to-one, menu advice sessions


The cost of the event is just £20 per person,

including the training session(s), refreshments and lunch


The cost of attending only the networking lunch is just

£15 per person.


Places are limited – to book your place – e mail   

by Friday 28th March 2014.


This event is supported by the Fife Tourism Partnership

(supported by Fife Council), Business Gateway Fife and

the European Regional Development Fund

The photograph (Paul Watt) shows Martin preparing a starter dish, using the award winning St Andrews Farmhouse Cheese, for the St Andrews Food and Drink Festival dinner 



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