The South West region proudly hosts several esteemed food, drink, hospitality, and tourism awards programs. Recently, I had the privilege of serving as a judge for two of these prestigious schemes, providing an eye-opening glimpse into the behind-the-scenes workings. These awards not only recognise excellence but also inspire businesses to raise the bar and support each other in creating exceptional food, drink, and hospitality experiences.
Let’s pull back the curtain and explore the fascinating world of discerning taste buds, the art of evaluation, and the importance of participating in these award schemes.
Taste of the West Awards: With a legacy spanning over three decades, this program champions and supports the South West’s food and drink industry. It has evolved into the region’s most respected food and drink awards platform. Products undergo rigorous testing by independent industry experts, making these awards a true mark of quality. The program encompasses not only food and drink items but also extends to hospitality and retail establishments.
Food Drink Devon Awards: Celebrating excellence within Devon’s culinary landscape, these awards honour outstanding producers, restaurants, cafes, and retailers. Participation in these accolades not only brings exposure but also fosters meaningful connections within the industry.
South West Tourism Excellence Awards: This comprehensive program celebrates exceptional accommodations, food and drink establishments, wedding and business venues, unsung heroes, dog-friendly initiatives, new businesses, accessibility, sustainability, and a wide array of events, experiences, visitor information, and attractions. The year-long process of entry, judging, and feedback ensures a thorough evaluation.
Great Taste Awards: While not regional, these awards significantly contribute to the vibrant Southwest awards circuit. Similarly, the British Cheese Awards, hosted at the Bath & West showgrounds, add to the region’s culinary acclaim.
Robin Barker from the South West Tourism Excellence Awards says: “The rigour, processes and independence of Awards judging for any scheme is critical to the credibility and value of that scheme. In the case if our Tourism Awards the judging is independently verified each year as part of the Awards Trustmark scheme, for which the ‘Outstanding’ accreditation has 18 different criteria. Amongst these are requirements for judge training, feedback to entrants, independence of judges and a clear scoring system.”
Being asked to become a judge for two of these prestigious awards schemes – Great Taste Awards and Taste of the West Awards – presented an exciting opportunity for me to contribute to the industry. Typically, judges hail from backgrounds in food, drink, hospitality, or tourism. This diverse group includes chefs, sommeliers, food writers, and industry professionals like front-of-house managers, restaurant owners and managing directors.
Judging involves a systematic assessment of taste, presentation, execution, service, and the commitment to using local producers and sustainable practices. When it comes to food and drink, taste remains the paramount criterion. However, visual appeal also plays a crucial role. Is the dish well-presented? Does it tantalise the senses? It’s fascinating to observe the differing approaches to judging between the two awards schemes. While I initially assumed blind tasting would be consistent across all awards, they diverge in focus and, consequently, their judging methods.
The Great Taste Awards, as the name suggests, prioritise the flavour of the food. Does it taste exceptional? What aroma greets you when you bring the product to your nose? How does it feel in your mouth? If a product elicits a ‘Wow’ response, it may receive a 3-star rating; if there is no feeling one way or the other, it might not receive any stars. The judging process involves tables of three judges, with a coordinator recording commentary and awarding results. If judges favour a product, it proceeds to a second table; if there’s disagreement, it goes to a third table. Although this system has evolved over the years and is quite intricate, it appears thorough and equitable. Additionally, experts in specific fields (such as cheese, honey, or chocolate) contribute valuable insights during discussions about product merits. Coordinators compile all feedback, incorporating both positive and negative aspects, to provide constructive feedback.
In contrast, the Taste of the West awards take a different approach to the judging process. They not only evaluate the product itself but also consider its packaging. Is the packaging clear and legible? Is it environmentally friendly and recyclable? Does it provide a comprehensive list of allergens? Only after detailed discussion and evaluation of the packaging do the judges proceed to assess the product itself. Similar to the Great Taste Awards, the judging panel at Taste of the West consists of 3 to 4 judges seated at tables with one judge writing down the commentary for feedback. Multi-level judging takes place, and a Gold will be given to products that have met all the packaging criteria and looks and tastes fantastic!
Retailers and establishments can also participate in the Taste of the West awards scheme. For this, judging is conducted anonymously, with the proprietor aware that an evaluation will occur but unaware of the identity or timing of the judges. It’s a curious experience as it means you can’t compare thoughts, making it distinct from the other judging process, however more than one judge makes a visit and feedback is compared. Criteria include commitment to local sourcing, quality of the meal (or products) and service, atmosphere, ambience, and value for money.
As a judge, you must articulate your impressions precisely for the coordinators to record. You need to explain why you appreciate or dislike a particular aspect, all while maintaining an open-minded approach. Appreciating diverse flavours and styles is essential, recognizing that personal preferences vary widely. I found this aspect of judging fascinating—the ability to set aside oneself and remain objective. The descriptive language used to convey aromas and flavours—such as floral, fresh, citrus, resin, lactic, earthy, pungent, delicate, subtle, and overpowering—helps maintain focus and objectivity.
You might be wondering what the significance is for participating in an awards scheme. Maybe you’ve never entered your establishment or product and you might not think it is important to have that sticker of recognition in your window or on your product, but participating in regional, national, and even international award schemes offers a multitude of benefits.
Accolades can enhance consumer trust in a product or brand. When consumers see that a product has won an award, they may perceive it as being of higher quality or more reliable. Winning (or even being nominated for) an award elevates your brand’s reputation. It signals to customers, peers, and industry professionals that you excel in your field. It generates a buzz and extra media coverage, putting your business in the spotlight and attracting new customers. The exposure is invaluable and can be used as a powerful marketing tool in all your promotional channels – website, social media, brochures, and advertisements.
Award ceremonies and events provide excellent networking platforms where you can connect to other industry players, potential collaborators, and influential figures. These relationships can lead to partnerships, collaborations, and business growth. By participating you contribute to the overall advancement of the sector and encourage healthy competition, inspire creativity, and drive progress.
By taking part in these schemes, you can gauge your performance against competitors and gain invaluable feedback from the judges to help you identify areas for improvement and innovation. Recognition can also boost staff morale and foster a positive work environment, as employees can see their hard work acknowledged and feel motivated to maintain high standards.
In a competitive market, awards set you apart. They showcase your unique selling points and reinforce your commitment to excellence while customers feel confident in choosing your product or service when they see it has received industry recognition.
In summary, judging at or participating in these award schemes isn’t just about awards – it’s about celebrating excellence, fostering growth, and leaving a lasting impact on your industry.