Export Stories: Q&A with Chris Keenan, Scottish-Based Trade Specialist

As the Scotland Food & Drink Partnership's export programme celebrates its 10th anniversary, we’re shining a spotlight on the people behind the success. Chris Keenan, one of our Scottish-based trade specialists, shares his experiences supporting Scottish exporters and the impact of the programme on Scotland’s international food and drink presence.

What do you enjoy most about working with Scottish exporters, and what’s been your most rewarding success story?

Chris: One of the things I enjoy most is working with businesses that have a real passion for their products. Scottish producers pride themselves on the quality and authenticity of what they bring to market, and their belief in their produce is inspiring.

I also love the collaborative spirit within Scotland’s business community. While it’s a competitive landscape, there’s a strong sense of camaraderie—Scottish businesses often work together to amplify the success of the wider economy.

A standout success story for me has been Highland Spring. Although we typically focus on helping smaller businesses break into international markets, Highland Spring provided an exciting opportunity to make an impact with a larger brand. Working closely with them, we developed an export strategy that identified new market opportunities. As a result, their exports have grown significantly, and it’s rewarding to see such tangible outcomes from our collaboration.

What unique challenges do Scottish exporters face, and how does your work help them overcome these?

Chris: Scotland is known for its high-quality produce, but that focus on quality can sometimes present challenges when competing against lower-cost products from other markets. Price competition is tough, especially when Scottish products often sit at a premium.

Our role is to help exporters emphasise Scotland’s provenance and the unique stories behind their products. By focussing on quality, authenticity, and sustainability, we help them differentiate themselves and appeal to global consumers who value those traits over price alone.

Which Scottish food and drink products or sectors have you seen excel recently, and why?

Chris: Whisky continues to be a key player, but what excites me most is the innovation within the industry. New craft distilleries are experimenting with heritage barley strains, unique yeast vintages, and unconventional aging techniques, giving whisky enthusiasts an incredible variety to explore in the coming years.

Beyond whisky, non-alcoholic drinks and ready-to-drink options are emerging as strong contenders in the drinks sector. These innovations are helping to expand Scotland’s reach into new markets and appeal to changing consumer preferences.

Innovation across the drinks sector, especially non-alcoholic products, presents a major growth opportunity. Scotland has traditionally been known for beer and whisky, but we’re now seeing exciting developments in other categories, such as craft sodas, botanical drinks, and low-ABV options.

Another area with great potential is sustainability. As global demand for environmentally responsible products grows, Scottish producers are uniquely positioned to lead with their commitment to sustainability and provenance.

How did you get involved in this role, and what drew you to supporting Scotland’s food and drink industry?

Chris: My career started in global business, working across international markets, so I’ve always been drawn to the complexities of export strategy. I first encountered Scottish Enterprise while working in the private sector—I was impressed by the support I received from a trade specialist, and it inspired me to pursue a similar role.

When the opportunity arose to join the Scotland Food & Drink Partnership’s Export Programme, I jumped at the chance. Although food and drink wasn’t my initial focus, it’s been incredibly easy to get passionate about this sector. After three years, I can confidently say it’s been one of the most rewarding chapters of my career.

Can you share an anecdote about a Scottish business or product that exemplifies the sector?

Chris: Wee Smoky is a fantastic example. They’ve taken a traditional product—whisky—and reinvented it for a new generation. Their branding captures the spirit of modern Scotland, and their dedication to entering overseas markets has been exemplary. For a young business, they’ve already achieved success in several international markets, proving that innovation and ambition can drive impressive results.

As Chris’s work exemplifies, the Scotland Food & Drink Partnership’s export programme is not just about expanding markets—it’s about creating a lasting legacy of quality, innovation, and collaboration. For Scottish producers, the global stage offers boundless opportunities, and with the right support and commitment, they can thrive in an increasingly competitive international landscape.

To find out more about the programme export support available for food and drink businesses, please visit: https://www.scottish-enterprise.com/support-for-businesses/exports-and-international-markets

 

The export programme is built on a four-way collaboration between exporting companies, Scotland-based trade specialists, in-market specialists, and industry partners:

• Scottish Development International
• AHDB
• Opportunity North East (ONE)
• Salmon Scotland
• Seafood Scotland
• Quality Meat Scotland (QMS).