Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

15

description

SAGB CONFERENCE May 2012

Transcript of Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

Page 1: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”
Page 2: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

My background.

Crabstock.

Public feed back.

Cotswold shellfish week!

My aims!

Thank you.

Page 3: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

My name is Matthew Ayers, for the last 13 years I have been working with the best food and produce the UK has to offer, my passion for food is extreme and my knowledge vast.

The main thing in the UK is supporting our own delicacies and Crabstock is here to shout out about our great British shellfish, too let everyone enjoy it so easily. “people seem to of forgotten”

Page 4: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

Saturday 21st- Sunday 22nd April 2012

Page 5: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

Cooking Demonstrations

Punch & Judy

Our own beach

Shellfish Recipe Corner

Meeting the Industry

Triple Gold Star Oysters

Live Crab Picking

Live music all weekend

Page 6: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

To highlight the plight of the industry.

To teach the next generation of the health benefits of eating our great British shellfish.

To give the general public a vast knowledge of the industry and to support our great British produce.

Page 7: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

Matthew Ayers Vs. Adrian Bartlett

The Lamb Inn Vs. The Really Interesting crab Company

Hand dived scallops, samphire and crab salad.

Adrian's dressed spider crab with spring leaves.

Page 8: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

“A Fantastic Weekend” “A Fantastic success and I hope it will happen now every year. I could certainly see this event growing and becoming a much bigger festival.” www.andyskitchen.co.uk/blogs

“Seafish welcomes Crabstock, the UK’s first inland shellfish festival” www.seafish.org

It's a first! Although it's not by the sea, The Lamb Inn, Rissington is holding the first inland shellfish festival, known as "Crabstock". www.shopcotswolds.co.uk

“The National Lobster Hatchery has been chosen as a beneficiary for the Crabstock Festivals”

Page 9: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

A great positive response from the general public

Shellfish sales increase

Vast involvement of the local community

Great support from the SAGB and SEAFISH

Crabstock concept proved to be a great and unique inland festival

We aim to spread the Crabstock concept throughout the UK

Funds raised for the national lobster hatchery

Page 10: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

2011

2012present

0

5

10

15

Crabsales

Lobstersales

Mussels

Kilo’s per week

Page 11: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

kilo's of shellfish sold0

50

100

150

200

Crabstock weekend

CRABSTOCK SALES

Page 12: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

The Cotswold shellfish week has been organised for late summer, we have had so much interest in this already, shows that people are wanting to promote our great product more

• In the Cotswold area, late autumn • Several local restaurants are keen

to get involved • To try and promote UK shellfish

across the Cotswold area

Page 13: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”
Page 14: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

Promote the quality of our great British Shellfish throughout the UK

To educate the public of the nutritional health benefits of shellfish consumption

To spread the Crabstock concept out throughout the UK

To increase our shellfish consumption and reduce so much export of our great produce

Page 15: Matthew Ayers (Crabstock Founder & Chef) - “Marketing the wonderful shellfish in the UK”

“I feel that Crabstock is a great opportunity for all the local community to get involved and provide them with a vast knowledge of the industry.” Matthew Ayers