Name:



LEADER PROJECT PLAN

|Name of Project: Aberdeenshire Highland Cattle Ltd |

|Name of Applicant: Grace Noble |

Before completing this form please contact your Local Action Group (contact details are available at ) who will be able to provide you with more details regarding the LEADER Scheme.

 

GUIDANCE NOTES FOR COMPLETION OF A PROJECT PLAN

1. A project plan must be completed as part of the application.

2. There is no set template for the plan however the plan must cover the items included in this template and any other information stipulated by the LEADER Local Action Group. The plan must be approved for submission by the LEADER Local Action Group. Additional information can be included at the applicant’s discretion.

3. The Project Plan must information to demonstrate the following:

Project Summary

A brief summary of the project.

Robust Delivery Plan

A detailed activity plan demonstrating how the project will be delivered, detailing deliverables, timescales and milestones.

Organisational Competence

Evidence that the organisation has the right level of resource, skills and capability to deliver the project including reference to appropriate organisational policies and procedures.

Meeting a Need or Demand

Evidence that the project is responding to evidence of need or gap in provision.

Engagement and support

Evidence of comprehensive stakeholder buy in, participation or ownership to the project; and evidence that displacement has been considered

Value Contribution (Return on Investment)

Explanation of how the project will add value and deliver positive benefits proportionate to the investment sought – including leverage of investment, economic growth and rural development.

Added Value of LEADER Investment (Additionality)

Explanation of the added value of the LEADER investment to delivery of the project, evidenced in terms of allowing the project to proceed and the role the LEADER approach and investment will play in enhancing the project.

Legacy

Explanation of how the project will deliver structural change and/or sustained impact/benefit beyond the funding period.

Exit Strategy

Explanation of the exit strategy demonstrating how legacy will be achieved whilst avoiding grant dependency.

Full Cost Breakdown

A detailed cost breakdown itemising items of expected expenditure under budget headings.

Risk Management

Explanation of how risk will be managed for the project.

4. It is important that the Applicant assumes ownership of the Project Plan and is fully involved in the preparation. This will ensure that all information and findings are individually tailored to the organisation and will highlight strengths, weaknesses and opportunities unique to each situation.

5. Where you have any problem in completing a Project Plan contact your Local Action Group Office.

Project plan contents

|Guidance Notes |

|Project Summary |

|Activity Plan |

|Competence of Delivery Organisation/s |

|Evidence of Demand/Need |

|Engagement and Support |

|Return on Investment |

|Added Value of LEADER Investment |

|Legacy |

|Exit Strategy |

|Full Cost Breakdown |

|Risk Management |

|1 Project Summary |

|Please provide a brief summary of your project |

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|Aberdeenshire Highland Cattle was established in March 2012 by myself, Grace Noble, when I became a female farmer with the vision to farm one of Scotland’s |

|most iconic native breeds of cattle, the Highlander. My sole purpose was to acquire purebred pedigree Highland cattle for breeding and for the production of |

|Highland beef, make my own brand of Highland beef to sell to customers locally, Scotland wide and eventually UK and Worldwide. |

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|The Company |

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|Aberdeenshire Highland Cattle and the Grace Fold were subsequently legally established in 2015 as a limited liability company with myself Grace Noble as the |

|sole Director. |

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|Products |

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|Highland beef is slow maturing making it a premium beef. The beef is lean, well marbled with low fat and cholesterol levels whilst remaining rich in protein |

|and iron. Due to it’s natural grass fed diet it lends itself a succulent, juicy and tender beef with fine flavour and a healthy eating appeal. |

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|In winter the cattle remain living a healthy outdoor lifestyle and may be supplemented with silage, but with little or no need for extensive feeding of |

|concentrates even during the hardest weather conditions. |

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|The cattle farmed are all pure highland cattle and a declaration has been made with the breed society to enable the use of the endorsement ‘Guaranteed Pure |

|Highland Beef’ trademark on beef produced by the Grace Fold. |

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|Aberdeenshire Highland Cattle Ltd has been awarded whole chain assurance from Quality Meat Scotland for Scotch Beef Production. This award provides customers |

|with a guarantee that the cattle have received the best quality of life on farm, been born here in Scotland, reared in Scotland and slaughtered in Scotland. |

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|The highest standards of animal welfare is of paramount at the Grace Fold and providing the cattle with a healthy life and happy lifestyle all adds to the |

|quality of the beef produced from the Grace fold. The farm is a member of the Premium Cattle Health Scheme and has adopted a beef health and welfare action |

|plan in conjunction with the farm vet. |

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|Services |

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|It is my vision to provide my customers within Aberdeenshire and geographically Scotland and UK wide with a quality upmarket farm shop experience selling all |

|the different cuts of Highland beef reared here on the Grace Fold, at the very heart of Aberdeenshire Highland Cattle. I wish to sell my beef products via an |

|online shop (similar to Donald Russell) making it accessible to customers all over. |

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|The farm is situated in what I consider to be a typically Scottish setting with the most breath-taking of scenery, surrounded by an abundance of grass |

|parkland, rough heather hillside, Scots pine woodlands and wildlife. The climate can be very cold and wet in winter and extremely warm in summer showing the |

|adaptability of this hardy native breed to thrive in both weather conditions. It is this location that will also add to the eating experience for the |

|customers when they come to visit my farm shop. |

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|It is intended to develop a redundant farm steading into a beautiful facility that has the rustic charm displaying Aberdeenshire’s farming heritage & culture |

|whilst meeting with the modern day clean built design like seen at Peel Farm Coffee shop in Kirriemuir, Balgove Larder in St Andrews and Castleton Farm shop &|

|Café near Stonehaven. |

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|Aberdeenshire Highland Cattle may allow other quality local producers the sale of their own produce though the farm’s shop. It will champion the regions fine |

|foods on offer and thereby enhance the buying experience of Highland beef. It will also offer education to the public about farming and food and the story of |

|how beef is produce from breeding to packaging of the beef products. |

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|My first step in commercialisation is to integrate the process of myself rearing and processing the beef with my own in-house butchery and developing and |

|delivering a customer base UK wide. |

|Currently the business employs myself a female farmer and hires in the assistance of 1 part-time stockman to farm 80 head of cattle comprising bulls, steers, |

|cows, heifers and calves. The fold started with the purchase of 6 heifers in 2012 and has steadily risen to have 18 breeding cows and an ever-increasing |

|number of followers and a couple of stock bulls. The business has grown to see steers reaching maturity for beef production. To reach this stage I have |

|invested over £250,000 in capital to cover costs of farm equipment, machinery, livestock purchase, feed production and maintain the every day rising running |

|costs as the cattle numbers steadily increase. In the past year the business has slaughtered a number of steers and sold the beef products directly to a |

|repeated customer base within Aberdeenshire. |

|In the last year I have sold great tasting, succulent, juicy, tender beef products full of flavour with a healthy eating appeal, all produced by myself a |

|female farmer, on my own fold of Highland Cattle right here in Aberdeenshire. I am now at a stage to mentally and physically commercialise my Aberdeenshire |

|Highland Beef from what has been a cottage industry turn into a sustainable commercial business. |

|As a lady farmer it is my desire to make Aberdeenshire Highland Beef a recognised beef brand for it’s great taste, healthy eating and life style choice which |

|figures within todays consumers of all ages who make good nutritious food choices to promote a healthy life style. Supplying locally in Aberdeenshire and |

|eventually short medium term supplying restaurants in Edinburgh, London and beyond. |

|To commercialise it is my intention to vertically integrate the production process creating my own in-house butchery facility, reducing the costs of |

|production and improving on the quality of the products being produced. I will also be able to evolve and develop products using my own premises and by my own|

|employed female butcher. |

|The purpose for Aberdeenshire Highland Cattle is to fill the need in the market place for healthy, low fat beef that is becoming more popular and demanded by |

|todays red meat market. |

|On the beef sales produced already custom was generated without the need for advertisement, it was purely by word of mouth to local friends and neighbours and|

|new and repeat custom was easily established. The customer feed back was most encouraging and satisfying to hear about how much they noticed the difference |

|between my Highland beef and conventionally shop bought beef. Customers enjoyed the flavour, tenderness and simply the aroma of the beef whilst it was |

|cooking. The other recurring comments were how they would be recommending the beef to friends and family and ordering again. Customers were also impressed |

|with the packaging, Highland Cattle Society Recipe cards for cooking suggestions, and free promotional items I would include in every box. One batch received |

|a ready prepared vegetable mix pack from Stir Fresh based in Montrose to promote its business. |

|The encouragement and recommendations from my customers to expand my business has given me real satisfaction and confidence to grow my business and that there|

|is a demand for beef with a story to its background. |

|Having spoken to butchers in my local supermarkets they are fully supportive and that there is a need for good quality beef and that customers like to be |

|informed about the provenance of the beef offered for sale. |

|The production of the first eight beef carcases was a valuable learning experience highlighting a number of ways in which efficiencies can be made, value |

|added to the product and controls that can be implemented to make the highland beef a unique premium quality product that is specific to the taste and eating |

|quality of the Aberdeenshire Highland Beef brand. |

|Going forward the cattle will now be slaughtered more locally in Inverurie, this reduces the travel time, costs of travel and improves the animal welfare |

|during transport. I have also sourced my own experienced lady butcher who has noted the following benefits to the production process by using my own in-house |

|butchery, adding value at every step of the process. |

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|On boning out the beef carcase the meat will be skilfully removed, taking care to maximise the quantity and quality of the beef cuts removed and minimise |

|wastage. |

|In-house butchery labour costs will be substantially less as was employing the services of another butchery. |

|The cutting and presentation skills of the beef will be to a consistent and to my own quality control standard adding value to the products. |

|The cuts will be better utilised and selected by what the customer demand and requests are. |

|Sausages and burgers will be developed using Aberdeenshire Highland Beef’s own secret recipe. |

|The presentation and packaging will be set to a higher quality standard adding value as a premium quality product. |

|Having an on farm butcher will allow total control over when and what products require to be made and made to order specified by the customer. |

|Not reliant on the services and availability of another processor. |

|The farm butchery provides the whole chain visitor experience and gives buyers the quality assurance that a consistent product will be produced in the same |

|premises by the same staff every order. |

|The butchery has economic benefits of permanent skilled employment in a rural area and will also seek to train an apprentice. |

|Buyers can come and inspect the farm and beef production butchery. |

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|All these aforementioned points will maximise the profit, by reducing wastage, reducing the costs of production and maximising the quality and adding value to|

|an already wonderful eating product. It is my business strategy that will command a higher price for a better quality beef. |

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|2 Activity Plan |

|A detailed activity plan demonstrating how the project will be delivered, detailing deliverables, timescales and milestones. You may wish to include a Gantt |

|chart. |

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|September 2016 – Recieve Funding |

|September 2016 – Complete the branding design process (2 Weeks) |

|September 2016 – Open Social media accounts for the butchery (1 Week) |

|September 2016 – Once the branding is complete start working on packaging designs (2 Weeks) |

|October 2016 – Start building the website and online store (1 Months until completion) |

|October 2016 – Build Chill & Prem room on premises (Timescale to complete and be ready for use – 2 weeks) |

|October 2016 – Purchase Butcher Equipment (Timescale a week from order to delivery |

|October 2016 – Contact butcher to cut and prepare meats for sale |

|October 2016 – Butcher to product develop sausage and burger recipe range for sale |

|October 2016 – Website and online store completion and testing (1 Week) |

|November 2016 – Receive first delivery of packaging for sale |

|November 2016 – Online Store launch – taking orders for christmas. |

|November 2016 – Start 2 month Marketing campaign for festive period. |

|November 2016 – Attend several christmas food fairs to maximise sales and build customer base. |

|December 2016 – Process and package orders |

|January 2017 – Start planning the full launch of new products and butchery event in spring |

|January 2017 – Book Nick Nairn & other local celebrities to attend |

|January 2017 – Contact local press and tv to be in attendance to feature |

|January 2017 – Invite local schools and colleges to the farm along with press for exposure of the event. |

|February 2017 – Trade fairs across Scotland |

|February 2017 – Preparing stock and slaughter of animals for the event |

|March 2017 – Start 2 Month marketing campaign for the launch event. |

|May 2017 – Launch Event |

|June 2017 – Taste of Grampian Event attendance |

|Summer – Having food stand at all local shows, selling meats and educating people about the beef. |

|3 Competence of Delivery Organisation/s |

|Please detail how your organisation is best placed to deliver the project, the role partners will play in supporting delivery and what makes them suitable to |

|provide this support. (relevant policies and evidence can be referenced here and attached to the application) consider what resources, skills and capability |

|is needed to deliver the project. |

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|The Key areas of overall management, financial production, marketing and administrative control. |

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|Grace Noble (Owner) |

|BSc (Hons) Environmental Health |

|Diploma in Environmental Health |

|On graduating from the University of Strathclyde I became a qualified Environmental Health Officer working for 11 years. I served in Highland Council and |

|Aberdeen City gaining an insight and knowledge of the food and drink industry both rural and urban, on small and large-scale production. I also learnt to |

|appreciate the of running a business, how to ensure compliance with health & safety law whilst undertaking an enforcement role. I gained experience in my |

|final years where I was promoted to Service Management level where I developed my customer service and employment skills. Over the past 3 years on becoming a |

|lady farmer I have undertaken a steep learning curve on how to manage the health safety and welfare of farm animals and the day to day running and management |

|of a farm. I have undertaken a number of courses to assist with my learning and to develop my competency in handling livestock during transporting, lambing, |

|calving, hoof trimming, tractor and machinery operating and record keeping/accounting. It is these experiences of seeing other businesses and farming that |

|makes me passionate about rearing my own produce and to making a product with my own brand that will become worldwide and promote Aberdeenshire’s larder. |

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|Jenny Murray |

|Trained Butcher |

|Local farmer who has been a butcher for many years, with several years experience not only in the red meat industry but all the butchery of game on the local |

|Finzean Estate. Have overseen her work, and has assisted me with my meat produce in the past. |

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|She is a traditional butcher and has appreciate of quality local produce. She will also be overseeing the recipe production of sausages, burgers etc. |

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|Ian Adams |

|Stockman of 25 years experience |

|Ian will be helping with the management of the beef herd to ensure a sustainable supply of beef for the butchery demand aswell as the wellfare of the animals.|

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|Martyn Smith (Marketing and Design) |

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|Web Designer & Social Media Manager |

|Over 10 years experience working as a designer and social media manager for several record labels including Sony Music, Syco Records, Guardian Angels Records |

|and Scottish Singer songwriter Sandi Thom. |

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|Has worked alongside several local businesses to help them build their online presence and exposure through the use of marketing campaigns and press. |

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|Several years experience in admin roles and vast knowledge of accounting and legal practices. |

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|George Ireland FCPA |

|Chartered Accountant |

|30 Years accounting experience. |

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|4 Evidence of Demand/Need |

|Please provide evidence of how your project meets a demand or need. What research of need & demand has been carried out e.g. market research, feasibility |

|study etc. (key documents can be referenced here and can be attached to the application). you may want to consider using a SWOT analysis as evidence here. |

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|What I have identified personally is the loss of high street butcher shops as supermarkets have taken over the local high street producers. I feel this has |

|created a niche market for “specialty beef” which is increasingly commanded by today’s healthy eating of quality beef market share of all consumer ages. A |

|premium beef product produced by Aberdeenshire Highland Cattle provides customers with the choice of a special beef that is tender, healthy, low fat, reared |

|locally in the community, full of flavour, slow matured, economically farmed and just waiting to fill the market for people that chose to make this healthy |

|and quality eating experience their choice of lifestyle. |

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|I have spoken with Rural and Agricultural development worker for Aberdeenshire - Derek McDonald who advised me there is a lack of paid market research however|

|through word of mouth I have learned that undoubtedly there is a demand for a healthy beef with provenance. I have viewed features on programs such as |

|Countryfile, Landward and read articles in magazines such as Country life that have repeatedly highlighted the market place and demand for products like |

|Aberdeenshire Highland Beef which have a modern day place in the market and a key role in promoting the regions food larder. |

|In the coming weeks I am due to attend several agricultural shows to show my pedigree highland show cattle and will be using this opportunity to conduct |

|further market research, asking the opinion of attendees how they would feel about a local butchery being reintroduced into the area, providing fresh local |

|produce. |

|It is my ambition for Aberdeenshire Highland beef brand to reach the market place just as successfully as Aberdeen Angus Beef. For my wee cottage industry to |

|develop into my dream of commercialisation and eventually grown into the medium term plan – the opening of my bothy style farm & coffee shop. The farm shop |

|and café will provide the whole customer experience of producing this wonderful product and enhancing the full experience of enjoying Aberdeenshire Highland |

|Beef. It is my belief that Aberdeenshire Highland beef has a far superior flavour to other brands of beef and I see it’s eventual place in Harrods food hall |

|of London and on restaurant menu’s in Singapore worldwide |

|I wish to share this great tasting eating experience and offer it to the world market |

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|5 Engagement and Support |

|Please provide evidence of comprehensive stakeholder buy in, participation or ownership of the project, e.g. community consultation; please also evidence |

|that how displacement has been considered.(key documents can be referenced here and can be attached to the application) |

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|I have spoken with a number of local hotel owners and chefs who were very interested to know when my beef would become available to be placed on their menu. |

|Chefs believe quality produce such as mine are exactly what their dinners would be excited to choose from the menu and experience. A physical letter of |

|support has been requested and will be forwarded in due course. |

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|I have recently had a very positive meeting with my Local MSP Alexander Burnett who is fully on board with my plans for farm diversification and feels this is|

|something which would really benefit the local people in Aberdeenshire. He also said he would help with the acquiring or new build of a farm shop as he has |

|had experience doing so locally in the past, including the Buchannan Wood End Barn and the Finzean Farm Shop. A physical letter of support has been requested |

|and will be forwarded in due course. |

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|I met with Elizabeth Massie of the Grampian Food Forum who suggested several food Producers who I can get in touch with including Clare Rennie (Summer House |

|Drinks) and Castleton Farm Shop & Cafe to name a few. She also advised me It would benefit me to become registered with Scotland Food and Drink societies. |

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|6 Return on Investment |

|Please tell us how the project will add value to your area and how the costs are proportional to the expected outcomes or results in terms of leverage, |

|economic growth or rural development. |

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|Please see attached financial statement of projections which show the growth of the company over a period of 3 years including profit, loss and expenditure. |

|I also plan to employ A local butcher, web designer, administrative assistance and farm workers in the meantime – which will increase even further with the |

|opening of the farm shop / cafe for chefs, waitress etc which will increase permanent employment in the area. |

|Will also be bringing to the trade to the local area with the production of meats and cuts for sale. |

|Sale of Cattle. |

|Become an attraction in the area - The Highland Cattle Society has produced a “Highland Beef Trail’ of Scottish producers, however not all folds on the trail |

|are contactable, have beef for sale on demand, provide a quality service or quality beef product. There is currently no branded Highland Beef marketed like I |

|am proposing. |

|Maintains the rural culture and farming heritage in the area. |

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|7 Added value of the LEADER investment |

|Explanation of the added value of the LEADER investment to delivery of the project, evidenced in terms of allowing the project to proceed and the role the |

|LEADER approach and investment will play in enhancing the project. |

|Which of the following forms of additionality will be produced by |Please indicate all |Where appropriate, please give an explanation |

|the award of grant? |that apply (x) | |

|Allow the project to proceed |x |Without the funding from LEADER it would severely delay the start |

| | |date as other funding would need to be resourced. |

|Accelerate the implementation of the project |x |It would enable me to expand the company, which already has a |

| | |growing herd and the needed boost to develop the business. |

|Increase the scale of the project |x |I would be able to increase production and output of the meats |

| | |along with expanding the range of products available. |

|Improve the quality of the project |X |Cutting out the middle man and having more control means the meats|

| | |can be produced quicker, more locally and supply the demand much |

| | |more efficiently – reducing the costs of transport and paying |

| | |outside sources. Which increases the profit. |

|Secure other financial contributions to the project |X |Match funding with SAB |

|Release resources to allow other projects to proceed |X |With the build of the butchery and equipment as sales grow this |

| | |opens up the possibiltiy of the local Farm Shop and Cafe to be |

| | |created. |

|Other (please detail) | | |

|8 Legacy |

|Explanation of how the project will deliver structural change and/or sustained impact/benefit beyond the funding period. |

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|LEADER funding will help me get the business into a position where it will have the ability to grow and start being financially sustainable itself due to the |

|increase in sales, turn around times of beasts, exposure from the marketing, the equipment to enable me to cut out the middle man and take my products to a |

|wider customer base. |

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|By having the farm shop and cafe, that is giving the customer the full experience of highland beef and supporting other local businesses – aswell as my own. |

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|9 Exit Strategy |

|Explanation of the exit strategy demonstrating how legacy will be achieved whilst avoiding grant dependency. |

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|As above, the LEADER funding will enable me to increse the products I can sell, turn around time and the overal profit from sales of these items. I have had |

|financial projections created by my accountant of 30 years experience, which show a growing profit year on year. |

|Although I am confident in the companies ability to sustain itself without grant dependency – when the time comes to develop the farm shop and cafe, I would |

|likely seek support in the expansion of the business for phase 2, which would further increase profits – please see financial projections attached for further|

|details of this. |

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|10 Full Cost Breakdown | | |

|Provide a detailed cost breakdown itemising items of expected expenditure under budget headings of eligible costs. | | |

|Ineligible costs should be included as a separate heading. | | |

|Calculate how much money you need before you start your project | | |

|Budget Heading Eligible Costs |items |Total Cost per heading |QUOTE ATTACHED | |

| | | |(Y/N) | |

|Chill Room (Prep Unit) | |£16,000.00 | Y | |

|Butchery Equipment |1 x mainca EM30 sausage filler 1 phase|£12,500.00 |Y | |

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| |1 x Mainca Large T-top Vacuum packer =| | | |

| |boards phase 1 | | | |

| |1 x Medoc TM32 Mincer | | | |

| |1 x 5ftx2ft cutting table | | | |

| |1 x AMB T-top Slicer 1 phase | | | |

| |1 x Butchers block 2ft x 2ft with | | | |

| |table | | | |

| |1 x Burger former | | | |

| |1 x Blast Chiller | | | |

|Refrigeration Display Unit | |£2,000.00 | | |

|Refrigerated Trailer | |£6,000.00 |Y | |

|Webdesign/E-Shop |Website, Leaflets, Branding Logos, |£5,000.00 |Y | |

| |Eshop, Recipe Cards, Trailer Stickers | | | |

|Marketing |Press Ads/Online Adds/Leaflet & Poster|£5,000.00 |Budget for spend based on previous | |

| |Printing Costs | |campaigns | |

|Storage Shed | |£2,000.00 |Y | |

|Signage for Car/Trailer | |£400.00 |Phone quote from Cylex Vinyl Signs | |

|Environmental Health Consultant | |£2500.00 | | |

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|Product launch Event |Cover costs of Marquee hire, Celeb |£15000.00 | | |

| |fee's, catering, | | | |

| |displays,promotion/advert of event, | | | |

| |photography | | | |

|Tent/Gazeebo |For trade shows |£650.00 |Y | |

|Trade Show Banners (x2) | |£350.00 |Y | |

|Trade Show Roller Advertising Display | |£60.00 |Y | |

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|TOTAL |£67,460.00 | |

|11 Managing risks (such as, sales are less than forecasted or there are unexpected costs or Grant payment takes three months longer to obtain) |

|The risks that you have identified are: |

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|RISK: LEASE IS NOT RENEWED FOR CURRENT PROPERY |

|SOLLUTION: Have other locations available to me and all cattle and equipment will all be transferrable. Have been assured by current landlord this is not |

|something which will occur in the forseable future and the confidence is there that at laeast another 5 year lease will be signed upon renewal. |

|RISK: Sales less than forecasted |

|SOLLUTION: Revaluate marketing stratgey and analyse the reasons by lack of sales, regular reviews of business sales and practices to make sure we are on |

|target for projections. Make appropriate changes where necessary. Revenue stream is not 100% reliant on one source, will have several products at the same |

|time – so not only cuts or meat products, also have income from the sale of beasts, supply to local companies etc. |

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|How you will minimise their impact: |

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SCOTTISH GOVERNMENT | AFRC: Food, Drink and Rural Communities| FDARC: Rural Communities | Rural Communities Team | B1 Spur | Saughton House | Broomhouse Drive | Edinburgh | EH11 3XD

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Document Version: |1 | | | | |Completed by: |Grace Noble | |Approved by: | | |

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