Export stories: Q&A with Jeff Goshorn, Vice President Consumer Industries at Scottish Development International

For almost three years, Jeff Goshorn has played a key role in helping Scottish food and drink producers navigate the complexities of the US market. From shortbread to specialty chocolates, Jeff’s work highlights how Scotland’s reputation for quality resonates with American consumers. We caught up with him to reflect on his achievements, challenges, and insights as an in-market specialist as the partnership programme celebrates ten years.

Q: Reflecting on your time as an in-market specialist, what achievement or moment are you proudest of?

Jeff: One of my proudest achievements has been collaborating with my east coast colleague, Jerry Capaldi, to create export-ready guidelines for Scottish companies interested in entering the US market. These guidelines ensure businesses are prepared with robust go-to-market strategies, covering everything from presentation skills and customer expectations to packaging requirements and cultural business etiquette.

I’m also particularly proud of helping Dean’s Shortbread expand in the US. I introduced them to Sprouts Farmers Market, a retailer with over 400 stores across 23 states. Dean’s had just 10 minutes on a Zoom call to pitch their story, capabilities, and why their products were a perfect fit. That introduction has since led to a fruitful partnership, with Dean’s growing both its branded and private label offerings.

Q: What’s your favourite Scottish product that you have introduced to the American market, and why does it resonate with international audiences?

Jeff: Shortbread and biscuits have been standout products for me. They’re familiar to many Americans, have an exceptional taste, are shelf-stable, and come with the added appeal of being produced by family-owned companies with compelling stories. Walker’s, for example, has done an outstanding job of building the shortbread category here in North America, which has opened doors for other Scottish producers.

Q: Can you tell us about any major challenges you’ve faced in your role and how you navigated them?

Jeff: Exporting to the US is a significant commitment that requires time and resources. While some Scottish companies are fully engaged and understand the unique demands of the US market, others approach it as a secondary outlet when they have extra capacity.

Having honest, candid conversations with businesses about the level of dedication required has been key. For some companies, the complexities of the US market have led them to prioritize other regions first, with plans to revisit the US later. Supporting them in these strategic decisions has been an important part of my role.

Q: How did you come to work in this role, and what drew you to promoting Scottish food and drink internationally?

Jeff: My career has been focused on sales, marketing, and operations, with a particular emphasis on increasing export sales to Asia and Europe. Scotland’s reputation for quality consumer products—whether it’s whisky, salmon, Harris Tweed, or Walker’s—was a major draw for me. I saw an opportunity to help Scottish food and drink businesses share their incredible products with the world, and I’m proud to play a role in that effort.

Q: Are there any Scottish brands or products you see as particularly primed for growth in your market?

Jeff: Maclean’s and Duncan’s shortbreads have unique offerings with strong potential in the US. Stoats, Drinks Bakery, Mackie’s, and Coco Chocolatier also stand out with high-quality products and great stories that appeal to niche specialty food audiences.

Q: How have you seen the perception of Scottish food and drink evolve over the past decade in your region?

Jeff: In my three years with Scottish Development International, I’ve seen a growing appreciation for Scottish products, particularly in the specialty foods sector. The use of quality ingredients and clean labels really sets Scottish brands apart from their US competitors and resonates strongly with customers. Shortbread and biscuits, in particular, have seen a rise in interest, which is exciting to see.

Jeff’s work highlights the incredible opportunities for Scottish food and drink producers in the US market, but it also underscores the level of preparation and commitment required to succeed. By bridging cultural and commercial gaps, he’s helping businesses thrive in one of the world’s most competitive and dynamic markets. With his continued efforts, Scottish produce is sure to make an even greater impact across America in the years to come.

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).