Lesley Cameron: ‘We must build on our heritage’ (pic: Terry Murden / DB Media Services)
A career in food and drink has led Lesley Cameron to Scottish Bakers. She tells TERRY MURDEN how the industry is using its heritage as a platform for growth
Almost thirty years in the food and drink industry have given Lesley Cameron a taste for just about anything the sector can serve up. A list of former employers reads like the proverbial who’s who of Scotland’s top brands, with Drambuie, Whyte & Mackay, Nairn’s Oatcakes and Baxter’s among those that have benefited from her marketing skills
She’s now testing herself in the world of bread, pies, pastries, and other bakery goodies as chief executive of membership organisation Scottish Bakers. In her first year she signed up 20 new members, an early success, but she has identified a few challenges, not least the need to raise the industry’s profile, drive innovation and encourage young people to see the bakery sector as a career destination.
“I am driven by strategy, ideas and delivery,” she says. “Throughout my career, the biggest buzz is seeing a brand on a shelf and knowing that I have been responsible for it.
“My whole career has been framed around how I can make a difference and that’s what has driven me towards a chief executive role.”
From a small office in Dunfermline, she oversees an organisation representing 174 businesses from small family bakeries to the famous names of the sector such as Tunnock’s, Finsbury Group and Walkers. It means catering for a range of demands. Top of the list is labour and “ensuring Scottish Bakers creates the talent pipeline that will future proof the industry”.
It means working with government to maintain the flow of apprenticeships. “We need to make sure we are getting the message across to ministers that taking funding for skills out of budgets only makes this more difficult,” she says.
“Getting young people to work in bakery manufacturing is difficult, but we have to show that it can be the starting point to an exciting and rewarding career.”
Now 50, Cameron says her career in marketing and communications will underpin her strategy for promoting an organisation with a long history.
The inaugural meeting of the Scottish Association of Master Bakers took place in October 1891 at the Royal British Hotel, now the Balmoral, in Edinburgh. At that first meeting were 64 bakers from around Scotland each family remaining close to the organisation today.
“It’s certainly rich in history and craftsmanship. I wish I could bottle it,” says Cameron. “We have to build on that heritage and evolve to sell the sector to the next generation. We must never lose our tradition, however, to remain sustainable, we must remain agile and continuously improve.”
It currently contributes £1.2 billion to the economy, accounting for a fifth of the entire food and drink industry. Unlike many other products it is part of just about everyone’s daily diet, from breakfast toast to savoury pies and puddings.
It is also an evolving market that is adapting to changes in consumer tastes and behaviour. In the past few decades, the pain au chocolate sourdough and free from alternatives have become as commonplace on menus as the traditional sandwich and apple pie. Quite literally, these changes are seen as the best thing since sliced bread.
Cameron says the need to continue bringing new tastes and products to the market is essential to growth and to encouraging younger people to take up jobs in the industry. She also believes firmly in helping more women challenge for senior positions in what, historically, has been a male-dominated sector. Cameron already completes a female top team at Scottish Bakers, with Michelle Phillips of Mimi’s Bakehouse stepping up to president.
She sees growth emerging from the cafe bakeries that have sprung up around the popularity of artisanal products and crafts. TV programmes like Great British Bake-Off help build its reputation for creativity that has helped turn baking into an art form with a touch of glamour. Firms like Stephens Bakery and Bayne’s the Family Bakers have launched drive-thrus to reach a new customer base.
“The cafe bakeries are massively forward thinking and are driving innovation in fillings, shapes and flavours,” says Cameron. “They also tend to be big users of locally produced and sustainable ingredients that appeals to the younger demographic and helps growth across the sector.”
A consumer-facing brand, launched at the annual conference in May, is part of a five-year strategy which is designed to future-proof the sector and strengthen consumer trust. It means developing Scottish Bakers as a brand mark that will become synonymous with quality, integrity, sustainability, and baking excellence.
The campaign celebrates the unique stories of Scottish Bakers members, highlighting their dedication and craftsmanship.
“Many of our members have remarkable stories, often untold, and it’s our mission to bring these to the forefront,” says Cameron. “By raising awareness and showcasing the talent within our community, we believe we can provide support in driving footfall and sales for our members.”
PERSONAL CHECKLIST
Birthplace: Dunfermline, raised in Edinburgh
Age: 50
Education/qualifications: Royal High School, Edinburgh; Chartered Institute of Export; Chartered Institute of Marketing
Career highlights: first job was as an office junior for a decorating firm; marketing and brand roles at Drambuie, Indigo PR, Inverhouse Distillers, Whyte & Mackay, East Kilbride Shopping Centre, Nairn’s’ Oatcakes, Kettle’s Produce, MacSween, Baxter’s Food Group, Maclean, Quality Meat Scotland.
What irritates you?
People not doing what they say they will do.
What did you want to be when you were younger?
Join the police.
What would others see as a weakness?
I want to do everything for everyone. I just want to help.
What is your guilty pleasure?
Prosecco and chocolate…and, of course, cake
Who would you invite to a fantasy dinner party?
Michelle Obama (former First Lady of the US), Steve Jobs (Apple founder), Helen Mirren (actress)
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