b'The Way ForwardMarketsScotland has a superb basket of dairyDevelopment International In-Market Specialists we products that use their provenance andhave been successful in securing new business for Scottish artisan and cheddar cheeses in 15 markets. location to distinguish themselves. FromThis focused and dedicated work has helped artisan well-known national brands to smaller nicheproducers export for the first time, while encouraging local players, we have world-class milk, butter,scale processors to use their Scottish brands and credentials to open up new markets and supply ice cream, yogurts, cream and cheeses thatchains. We now have the knowledge, experience and could appeal to consumers across the globe.capability to tackle new markets. We must also use the However, there are important products that wepower of the Scottish brand with strong origins, stories and unique points of difference to help open dont yet produce in Scotland, including UHTnew doors in new markets and categories.dairy products or milk powderwhich are keyThe initial work now needs to be built upon and for entering new global markets. scaled up to get more Scottish cheeses to international customers. Exporters need to have the There are three distinctive markets for Scottish Dairyknowledge and confidence to invest in both existinginternational, the rest of the UK and Scotland. and new overseas customers, and need to be Our products and brands behave differently in eachsupported by a business environment in Scotland market, appealing to different customers andthat encourages and nurtures this as well as consumers. Looking to the future, specific providing support to encourage visits to markets and strategies for each will be key to success. customer interaction both in Scotland and overseas.We must acknowledge that although the international GLOBAL MARKETS market for dairy is huge, the opportunity for Scotland Our early-stage market development work, which wasis currently limited to products that have a longer driven by the Scottish Dairy Growth Board, focused onshelf life as well as those that carry a premium, identifying and assessing growth opportunities andallowing air transit to foreign markets.capability within Scotland to deliver these. Initial workThe future also offers increasing demand-led concentrated on international markets where we knewopportunities for milk in other formats that can be that products with a strong origin and unique heritageeasily shipped around the world for further would appeal and where with the help of Scottishprocessing or in a direct consumer packaged format.06'