Export Stories: Q&A with John Carlill, Scottish-Based Trade Specialist

To mark the 10th anniversary of Scotland Food & Drink Partnership’s export programme, we’re shining a spotlight on the individuals driving Scotland’s food and drink exports to international success. John Carlill, a dedicated Scottish-based trade specialist, has played a pivotal role in helping local producers showcase the exceptional quality, provenance, and innovation of Scottish products on the global stage.

In this Q&A, John shares his experiences, insights, and the exciting opportunities ahead for Scotland’s food and drink exports.

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

John: One of the most rewarding aspects of my work is seeing family-owned Scottish businesses, passionate about their products and heritage, succeed on a global stage. A standout moment for me was relaunching Scotch Beef into Japan in 2019 after a 25-year hiatus.

This project, done in partnership with Quality Meat Scotland (QMS) and a Scottish red meat company, was timed with the Scotland vs. Japan Rugby World Cup game and hosted at the British Embassy in Tokyo. Promoting Scotch Beef in a country renowned for its own high-quality beef was no easy task, but the exceptional quality of the Scottish product was so well received that it reopened a vital export market for the sector.

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

John: Many Scottish companies are family-run, which often means the same person handles sales, marketing, and logistics, creating resource constraints. Additionally, Scotland faces fierce competition from other nations like Wales, Ireland, and France at international trade shows.

However, what sets Scotland apart is its compelling story, provenance, and premium-quality products. We may not compete on price, but the work of International Trade Advisers (ITAs) like me helps businesses focus on their unique strengths while navigating complex export documentation and legislation. Offering tailored support—whether one-on-one or through broader initiatives—helps companies overcome the bumpy road to exporting.

Are there any untapped opportunities or emerging trends in Scotland’s export landscape that you’re excited about?

John: In addition to spirits like whisky and gin, rum is emerging as a promising new export category. Interestingly, rum casks are now being used in whisky maturation, adding exciting layers of innovation. Another trend I’m noticing is the resurgence of port, driven by growing interest in food pairings like port and cheese. Ready-to-Drink (RTD) cocktails, as well as no- and low-alcohol options, also represent significant growth opportunities. On the food side, Scotch Beef remains a niche but highly sought-after product internationally, thanks to its quality and rich story.

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

John: I’ve worked in economic development since leaving school, initially in England supporting sectors like food and drink, logistics, and oil and gas. After moving to Scotland in 2001, I joined Scottish Enterprise’s international food and drink team in 2003. The combination of Scotland’s exceptional products and the opportunity to support businesses in showcasing these globally has been incredibly fulfilling.

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

One story that stands out is my work with a seafood producer looking to expand into France. After participating in Seafood Expo Global in 2022, the company connected with several French retailers, leading to the development of a bespoke product for a major chain. The process wasn’t without challenges, from Brexit-related documentation to new French packaging regulations and recipe adjustments. However, with support from our French in-market specialist, myself, and other industry professionals, the company successfully launched its product earlier this year, which is now performing well in the French market.

As we celebrate a decade of the export programme, stories like John’s exemplify the dedication and expertise driving Scotland’s food and drink exports. His unwavering support for producers, combined with his ability to navigate challenges and seize opportunities, underscores the critical role specialists play in ensuring Scotland shines on the global stage. Slainte to another 10 years of collaboration, innovation, and success!

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).