New campaign launches to put sustainability at heart of Scotland’s recovering F&B industry

A dynamic new visual storytelling campaign #FoodHeroScot has been launched by Medialiciously and its partners, to create a platform for hospitality businesses in Scotland; showcasing the importance of sustainable products, services and initiatives, whilst shining a light on an industry significantly impacted by the Covid-19 Pandemic.

The non-profit visual storytelling campaign, #FoodHeroScot, is supported by STV’s £1m Green Fund which aims to champion the efforts of sustainable Scottish SME businesses by raising their profile and communicating with consumers, whilst encouraging Scots to reduce their own carbon footprint.

The campaign has attracted support from a number of business figures across Scotland including Alan Mahon, founder of Brewgooder; Anna Lagerqvist Christopherson, managing director of Boda Bars; Nick Nairn, owner of Nairns Ltd; Ayleen Gonzalez, policy advisor at Talk Aid; Carina Contini, director at Victor & Carina Contini; Karis Gill, co-founder of Social Stories Club, Loral Quinn, CEO of Sustainably; Kelly Wright, founder of The Refillery and Calum Haggerty, managing director of COCO Chocolatier.

Alan Mahon, movement ambassador and founder at Brewgooder said, “The food and drink industry is one of Scotland’s most dynamic, purposeful and inspiring sectors. To be an ambassador for my peers and to help create a more inclusive, and more impactful industry is a genuine honour.”

Commenting on the launch, Lee Fitzpatrick, managing director of Medialiciously and key founder of #FoodHeroScot said: “We are excited to be launching this innovative campaign and to be working with such great businesses and ambassadors in the hospitality sector who have shown their resilience and willingness to lead by example in driving sustainable impact. We want to leave a lasting impression by creating an ecosystem of businesses, partners, sector organisations and like-minded consumers that care about sustainability and the immediate impact of business and buying decisions on the planet.”

Over the course of the next 12 months, the campaign will reveal ten powerful mini documentaries featuring businesses or social enterprises that will be shared on the #FoodHeroScot website and amplified through a media campaign delivered by STV, as part of their Green Fund commitment. 

There will be three nomination and voting phases to encourage a fair competition process. In total, there will be 10 winning businesses and each of them will be gifted a support package worth over £25,000 of in-kind support packages including marketing and PR with the aim of shedding light towards the sustainability efforts of the winning brands.

Danielle Kelly, STV’s director of Strategy and Sales Scotland said: “#FoodHeroScot is a fantastic campaign which will showcase the innovation and creativity of Scotland’s hospitality industry in responding to the climate emergency.

“As Scotland’s Public Service Broadcaster, we are committed to raising awareness of environmental issues and helping to effect change.  Our Green Fund shines a light on the great work of Scottish sustainable businesses and through this exciting new partnership we look forward to championing sustainability across the food and drink sector to help to drive Scotland’s economic recovery.”

The #FoodHeroScot campaign will also promote the positive contribution of partner food and drink brands through a directory style website, complemented by a growing collection of business leaders and global ambassadors adding their voice and influence on the campaign and providing a far-reaching legacy and change towards sustainability. 

Lee Fitzpatrick concludes: “The Food and Drink industry across Scotland has been significantly affected by the Covid-19 Pandemic and it’s time to highlight their sustainable products, services and initiatives, supporting them in their recovery after such a devastating year for so many. We want this platform to spark important discussions and drive businesses to make a conscious change towards sustainability.”

Those interested in supporting the green recovery of the industry should visit for more details around how to nominate businesses in the food and drink sector.

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