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Case Study

Discover the Extraordinary

Win-win partnerships – a critical part of our role as industry hub.

The story

After the Cornish mining landscape was classified as a UNESCO World Heritage Site in 2006, few people would have foreseen a natural link with Cornwall’s food and drink manufacturers or that they would become a fundamental part of the longer-term sustainability of this significant part of the county’s heritage.  But that’s what happened when the ‘Discover the Extraordinary’ project was created by the Cornish Mining World Heritage Site team to bring together the various areas included in the Site – from St Just to the Tamar Valley – to capitalise on this global recognition.  Here’s how...

One of Discover the Extraordinary’s aims was to introduce a gifting scheme, whereby a specified amount from the sale of certain products would be donated towards the upkeep of the World Heritage Site.  In return, the donor businesses would be given help with up-front costs for things like artwork for the new packaging required, and PR support to promote the products.  Discover the Extraordinary would use funding received from the Defra/EU Rural Development Programme to assist with this.  In 2013, two products had already been created but more were needed and time was running out.  It was the Defra project officer who introduced Discover the Extraordinary to Cornwall Food & Drink and suggested we might be able to help.

By the end of the year, after getting the word out to our members, helping to select suitable products and assisting with the formal contracting process with Cornwall Council, a whole range of products, from pasties to cider, fudge to cheese, had been added to the scheme, generating potentially tens of thousands for the World Heritage Site.

For our members involved, as well as the knowledge that they are contributing towards the sustainability of one of Cornwall’s finest assets, each benefited from financial contributions ranging from around £3k to £10k towards the development of and publicity for the products.

Not only has the collaboration helped ensure the success of Discover the Extraordinary, contributed to the upkeep of the World Heritage Site and supported our members, it has cemented a strong partnership between the World Heritage Site, its partner councils (Cornwall, Devon County and West Devon Borough) and Cornwall Food & Drink that we will continue to nurture into the future. This is win-win (or is it win-win-win-win?) at its best.

“From the outset, Ruth and the team at CFD worked with us enthusiastically, to ensure maximum impact from the scheme for both their members and the World Heritage Site. Their professional advice and contacts have been invaluable in helping us move this innovative idea forward in a very short space of time.  The Discovery the Extrordinary project is a great example of two organisations working together to develop and promote Cornwall’s reputation a world-class destination with the world-beating food and drink.”

Deborah Boden, Coordinator, Cornwall Mining World Heritage Site 

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