This week marks yet another milestone met on the road to normality. As such we will see our pubs, bars, restaurants and hotels reopen their indoor space. For the first time in six months, life might feel as though it has returned to normal. Although we have some way to go, personal responsibility, common sense and a strong vaccination programme will carry us through and beyond the 21st June.
This next step signals the opportunity for businesses to begin the recovery from the last fourteen months. They will be able to throw open their doors and welcome residents and domestic tourists from all over the country. For businesses, they will be able to restock their coffers, build resilience into their operations and prepare for a brighter future. For Devon, it offers a chance to promote our heritage, our culture and perhaps most importantly to highlight the ‘Devon brand.’
You only need to look over the Tamar to see how successful the Cornish brand has become. Almost the moment a product is conceived it is slapped with the Cornish flag, embraced by the Local Authority and promoted to the world. In recent months, the Cornish have successfully managed to rebrand Spider Crabs as ‘Cornish King Crabs’ and Pilchards as ‘Cornish Sardines’. Their rebranding campaign is not just limited to seafood, but beer, cider and cream.
The reality is that Devon is losing the branding war with Cornwall. As a young lad, I recall there was no discussion about whether it was cream or jam first. If you tried the latter part first, you would be sent to your room. Now even Marks & Spencer are apologising for advertising a cream first approach, despite being in the right!
Fortunately, in our midst, we have Food and Drink Devon. This membership organisation consists of food and drink producers, retail hospitality venues and related businesses. Its aim is simple - it is directed at highlighting and promoting the very best of what we produce here in Devon.
After three lockdowns, we have all become that little bit more aware of our supply chains, the environmental consequences of purchasing from far afield and the need to support local businesses. As we unlock further, we must try to retain that localised thought and approach as well as to help to promote organisations such as Food and Drink Devon.
In the 21st century, branding is everything and Devon has it all on offer. But unfortunately, we have lagged behind our Cornish cousins. With a fully booked tourism season ahead, we must do all we can, not just to welcome people to this part of the world but to leave them with an indelible Devonian mark that promotes our products beyond our county boundaries. This can and will be done through local authorities, politicians and public organisations but it can also be achieved through individuals and businesses supporting local producers.
Together we can build that recognition and help to support our local producers. In doing so we will create a self-sustaining circuit that supports our established businesses and encourages new enterprises to set up shop within our area. We cannot waste the opportunity to promote what Devon has to offer.