Food from quality Scots producers will soon be hitting the shelves of Spain's largest department store chain thanks to a major new marketing campaign. Goods from companies such as the Orkney Brewery, Inverloch Cheese, Walkers of Aberlour and Baxters of Speyside will be promoted in 58 stores from Madrid to Barcelona.

El Corte Ingles (ECI), one of Europe's most prestigious department stores launched a three-week campaign this week promoting food and drink from across Europe which includes a showcase of fifteen Scottish companies. As the seventh largest food and drink retailer in the country, Scottish produce will be available and promoted heavily in the company's stores in a bid to reach Spain's 39 million consumers.

Previously ECI would only buy from Spanish-based distributors - now, however, a policy change allows them to source products directly from manufacturers.

Highlands and Islands Enterprise, Scottish Enterprise and Scottish Trade International carried out market research to convince ECI to source products direct from Scotland.

Food and drink accounts for more than 30 per cent of the the total Highlands and Islands export sales in 1998.

Ruth Henderson chief executive of the Shetland Fish Processors Association co-ordinated ECI's first visit to Shetland in June 2000 and was instrumental in securing deals for Shetland-based companies.

She said: "This is a great opportunity for businesses in the Highlands and Islands to expand their markets. The El Corte promotion is very high profile and will include a widespread advertising campaign on television, radio and the press. It has the potential to open many doors and will generate huge interest in Scottish produce across Spain."

Food and drink manager for HIE, Michael MacIntosh co-ordinated the programme in the Highlands and Islands.

He said: "The promotional campaign in El Corte Ingles is an excellent opportunity for Scottish suppliers to establish firm trade links and to introduce their products to the Spanish market. Fifteen companies, four of whom are based in Island locations will be taking part and initial orders are expected to generate £250,000. Trading conditions for exporters continue to be extremely competitive, although unique opportunities like ECI's change in buying policy, offer a welcome respite for new and experienced exporters."

Dawn Lamarra, project executive for Scottish Enterprise said "It is particularly exciting that Scottish products will take centre stage in the Supermercados promotion on February 15th when ECI will hold a dedicated 'Scotland Day'.

Such has been the level of interest in Scottish products presented that hopes are high for securing sustainable sales for the participating companies, and a number of the Scottish suppliers whose products have been selected will travel to Spain to oversee the promotion and meet directly with key buyers.

"Our involvement with ECI builds on earlier work undertaken by SE and HIE when the group's seafood buyers visited Scotland on a buying mission last June, and our aim is to continue to develop a longer term working relationship with this prestigious Spanish chain."