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Tracey’s Travels: the sailing adventure begins!

You can follow Tracey’s (our co-founder’s) adventures as she sails around the world finding out how feel good healthy foods are promoted overseas #traceystravels #cookingontheboat #HealthyProfits @FGFtracey Follow her on Instagram too @healthy_profits. Here’s her first blog post…

Tracey Jefferies, her hubby Colin and two friends, Gwyneth and Ian Oliver, are setting sail for the Baltic in their shared yacht a Rustler 42. The boat is named Jolief, a combination of their surnames the J E F representing Jefferies and OLI representing the Olivers.

On the 6thJuly they are scheduled to join 16 other yachts at Rostock Germany for the start of the ARC Baltic 2019 organised by the World Cruising Club. Leg 1 of the trip starts Tuesday 9th July, and their itinerary will take them to Denmark, Sweden, Estonia, Russia and Finland completing back in Sweden on Monday 19th August.

Whilst on the trip Tracey is going to look at the food environments in the Baltic and check out what if any behavioural science is being applied to help customers make better food selections. She is also going to identify any common themes arising that could be tackled through the application of behavioural science. You can get updates on Instagram @healthy_profits. In addition, as avid cooks both Tracey and Gwyn will be sharing their cooking on the boat experiences.

Week 1: 3rd June 2019 – 9th June 2019

Starting at Victoria Doc, Caernarvon, Gwynedd, North Wales to Fort William, start of the Caledonian Canal, Scotland.

Averaging a speed of 11 knots on sail only we were literally blown into Port St Mary, Isle of Man in just 8.5 hours where we picked up a mooring buoy for the night.

We sat down to a quick cook sweet potato curry prepared from a recipe in the Green Roasting Tin* and promptly had an early night as we were all zapped.

A short motor round the island on Tuesday 4th into Peel Harbour where a feast of delights awaited. Home to smoked kippers (Herring), which are the big Manx Export, and Queen Scallops (otherwise known as Queenies) served in the island’s top restaurants.

The Boatyard Restaurant menu, Isle of Man

Kippers are a real health food packed with protein and omega fat, and Queenies are a great low-fat seafood choice full of protein and minerals. The Isle of Man also boasts Loughton sheep which produce a rich, gamey, lower in fat meat. Lastly, cheese and chocolate are the other two major exports. The Boatyard Restaurant looked fab and offered a menu of Paula’s healthy treats! We hope she will share these with us at Feel Good Family.

Heading north we arrived in Portpatrick South West Scotland on Wednesday 5th with just enough tide to cross the rocks at the harbour entrance, others were not so lucky, abandoning entry after a few scraping noises (…oops!) and were left to rock around outside until 10pm when the tide changed. Tying up on the harbour wall we had a 30ft vertical ladder climb to reach the Crown Hotel (Facebook @crownhotelportpatrick). More seafood, in fact most of the bar and a la carte menu was seafood; from Cullen Skink to Orkney Mussels, Scallops and Scottish Salmon. The food looked amazing – though the portions were rather on the large side, defeating numerous guests. So, to the Crown we say if you are looking for ways to get customer feedback, and want to improve your margins and reduce waste check out our book, Healthy Profits.*

On Thursday 6th there was not much to report other than we had a spectacular surfing trip to Gigha especially around the Mull of Kintyre, where we anchored up. Followed by a veggie bean chilli prepared by Gwyn and an early night.

On Friday 7th June it was an early start for all of us as I woke up thinking it was 6.30am, but it was actually 5.30am, so everyone got an early cuppa. But, as it was beautiful day, there were no grumbles and we motored all the way in a strong headwind for Oban, Kerrera Island, meeting Gwyns hubby Ian who was now free to join the trip. After tying up at the marina we all went for a few beers and enjoyed fish and chips and crushed peas at the Way Point Restaurant. Massive portions and far too many chips (which were shared out between the menfolk at the table). Fantastic seafood offers though, from oysters to langoustines, crab and lobster. Telling, also, that the vegetarian starters and main courses offers had sold out by 7pm. There is a huge growth in customer demand for vegetarian options which we talk about in our book, Healthy Profits.* First week into the sailing trip and large portions seem to be the norm.

We went on a trip to the local farm shop first thing on Saturday 8th June, where I collected some amazing fresh eggs, paying my money into the honesty box. I came back and poached these and served them in an open croissant with some slivers of Scottish salmon, delish!

A quick provisions trip into Oban where there was an abundance of freshly cooked seafood at various pop up cafes. Local chocolate and coffee shops were very busy, and Italian ice-cream shops too. Some great local produce offers. The trend so far seems to be menus all written in the same size font, not making any particular foods stand out. Restaurants could benefit from how to promote healthier foods because many of us don’t currently eat a balanced diet, and lots of us are overweight – and visitors to Oban were no exception. Increasing sales of healthier options starts with making sure it catches consumers’ attention first. Make those menus work for you!

Off to Tobermory in the afternoon it was a #cookingontheboat evening with a puy lentil, tahini and cumin mash from Yotam Ottolenghi’s Plenty More* book, served with warm flatbreads, accompanied by a homemade recipe of harissa chicken with lemon and garlic, and halloumi for the veggies amongst us. This was followed by nectarines roasted in honey, 5-star anise, cinnamon sticks and peach liqueur, served with Greek yoghurt, a great recipe from Healthy Appetite by Gordon Ramsey.*

We were joined by friends Gill Govan and her hubby Colin. Gill makes bespoke chandeliers, each one designed with the buyer’s interest in mind, or using family treasures as materials. Each is unique and would make amazing a fabulous wedding gift. https://www.gillgovanglass.co.uk/

Morning coffee and local Tobermory biscuits at Gills and Colin’s Cottage on Sunday 9th and the chance to view Gill’s beautiful handmade chandeliers, before heading off to Fort William where we anchored at the start of the Caledonian Canal with some #cookingontheboat quorn chilli, mainly because the freezer had gone off and we needed a massive cook off!

Tracey’s Travels: Local businesses support the health of their community in Whitehills, Scotland

Beautiful evening in Whitehills, east coast of Scotland

You can follow Tracey’s (our co-founder’s) adventures as she sails around the world finding out how feel good healthy foods are promoted overseas #traceystravels #cookingontheboat #HealthyProfits @FGFtracey Follow her on Instagram too @healthy_profits. Catch up on her first post here.

Tracey Jefferies, her hubby Colin and two friends, Gwyneth and Ian Oliver, are setting sail for the Baltic in their shared yacht a Rustler 42. The boat is named Jolief, a combination of their surnames the J E F representing Jefferies and O L I representing the Olivers.

On the 6thJuly they are scheduled to join 16 other yachts at Rostock Germany for the start of the ARC Baltic 2019 organised by the World Cruising Club. Leg 1 of the trip starts Tuesday 9th July, and their itinerary will take them to Denmark, Sweden, Estonia, Russia and Finland completing back in Sweden on Monday 19th August.

Whilst on the trip Tracey is going to look at the food environments in the Baltic and check out what if any behavioural science is being applied to help customers make better food selections. She is also going to identify any common themes arising that could be tackled through the application of behavioural science. You can get updates on Instagram @healthy_profits. In addition, as avid cooks both Tracey and Gwyn will be sharing their cooking on the boat experiences.

Week 2: 10th June 2019 – 16th June 2019

Starting at Corpach, Fort William (start of the Caledonian Canal in Scotland) and ending in Whitehills Aberdeenshire, east coast Scotland.

Approaching the start of the Caledonian Canal with Ben Nevis in the distance
Anchorage for the night at the start of the Caledonian Canal
Staircase of locks at Banavie
Tracey’s homemade muesli bars
Curry made using a recipe from Meera Sodha’s Made in India cookbook
The on-board shower curtain with palm trees and a beach is a stark contrast to the chilly reality outside the boat!

Sails are put away as we make our way through the Caledonian Canal, culminating in a stopover on the east coast of Scotland before we cross the North Sea to Norway. On Monday 10th Ben Nevis is in the background and it’s an early start to complete the first staircase of locks to Banavie.

Getting a bit stir crazy, Gwyn and I decided to walk 6 miles between Muirshearlich and Gairlochy for a workout. We didn’t plan on walking through the canal but had to as the path ran out, I did send Gwyn first as she has longer legs than me! Nor did we plan on negotiating a herd of cows with their calves but had to (very carefully), nor finding the swing bridge had been crushed by a boat. We eventually reached our destination some 2 hours later.

The next day Tuesday 11th we set of across Loch Lochy, a bitterly cold day so we had lots of hot drinks and I made a tray of muesli bars to keep us warm.

Gwyn’s hubby decided to do the 11 mile walk and meet us in Laggan. Next was Loch Oich, then Kyra, and finally Fort Augustus where we decided to stop for the night. A #cookingontheboat night of spinach and paneer curry, red lentil dhal and basmati rice all from Meera Sodhas Made in India cookbook.*Lots of baby ducklings about, so fed these milled oats and a some left over poppadum. Apparently the draining of the lochs last year removed all the pike fish, which often eat the ducklings, so the mother duck had a big brood of 10 to look after.

We stayed around for Wednesday 12th given the weather would have made crossing Loch Ness miserable. 6.30am I got my fitness fix in the drizzle by running the flight of eight locks four times, with lots of steps and step ups onto the lock gates, with a few press ups on outdoor seating, this took a good 45 minutes. The shower curtain onsite provided much amusement as it was of a palm tree blowing on a golden sandy beach, given that it was 4 degrees outside I figured the purchaser had an odd sense of humour.

Went for a scoot around town later with Gwyn, a good choice of restaurants in Fort Augustus, but never more than a few steps from a pile of cakes, making these the default and only option around. I noticed lots of salad left in one establishment as it was languishing on the bottom shelf. Again, menu boards were not being used to their full potential to promote great tasting healthy options. I loved the compostable cutlery* though, and there’s loads of different types available from Amazon.

My turn to cook this evening and I made some comfort food, a home-made steak pie, mustard mash, broccoli and green beans. We followed this with squares of museli bars and icecream as a treat.

Thursday 13th and into Loch Ness which was wet, my hubby scrunched up at the helm looking very unhappy!

Through to Dochgarroch and into Seaport Marina at Muirtown. This is an industrial area so we took the opportunity to top up the food and wine stocks before heading out to the North Sea Friday. Ian, Gwyn’s hubby, cooked tonight what is known as ‘Unclean Sauce’ the odd name came about as his nieces never said ‘Uncle Ian’s Sauce’ correctly! Anyway, this comprises of peppers, mushrooms, garlic, cream and coriander over pasta. But it was superb, as always.

Friday 14th and into the North Sea, we decided to sail around to Whitehills a small harbour on the East Coast of Scotland. We heeled over in gusts of 35 knots of wind, or gale force 8! Despite a weather forecast of 4-6. But hey ho, finally arrived at 7.30 only to hear all food outlets shut at 8pm. Fortunately, the harbour master gave us a ride to get to the chippy in time. Here comes the surprise…

Now, Sarah and I have always said Fish and Chip takeaways can do so much more to take centre stage and have loads more balanced options available. Fast food doesn’t have to be synonymous with unhealthy food. The Rockfish takeaway www.rockfishwhitehills.co.uk is an example of what can be done.

Rockfish fish and chip shop, Whitehills, Scotland
Rockfish fish and chip shop take away menu featuring Downies fish

Firstly, all their fish products are from Scottish Waters supplied by Downies of White Hills www.downiefish.co.uk on the quayside, and other products are also sourced locally. These are their local food heroes, and we suggest using these in your menus in our book Healthy Profits. Best fish and chips I have had in a long time! Gwyn, as a veggie, opted for pineapple and chips, but could have had mozzarella dippers, falafel and spinach burger, macaroni cheese, coleslaw, mushrooms, baked potato, a choice of salads, salad portions and side salads. How amazing is that!

Saturday 15th was a day of washing and a tootle round town, and even more surprises! We went to Premier Whitehills convenience store, and during a chat with the manager they shared, “I place all the salads in the middle shelf at eye level and sell loads. You would think the builders and the workers who come in would choose pies but no they choose my salads.” Also, the local Seafield Arms Restaurant provides healthy meals and soups for one, ranging from fish pie, haggis mince and neeps, beef steak dinner through to curries.

Example of salads prominently positioned in Premier Whitehills store
Balanced ready meals made by the local Seafield Arms Restaurant available to purchase from Premier Whitehills store
A range of tasty soups available to buy from Premier Whitehills store. The dishes are popular with sailors and older people too.

 

 

 

 

 

 

 

There is lentil broth, cullen skink, tattie soup and chicken broth all prominently positioned.

The Manager went on in her strong Scottish accent, “at the end of day I live on my own, I canna be bothered cookin’, so this is great for me, healthy food at a good price. They are great for sailors and for older people too.” These two establishments in this wee town of Whitehills are a shining example of Healthy Profits.

Fiona Duckett in her handmade pottery shop

We also popped into Fiona Duckett’s handmade pottery shop, this was a real delight www.watergaw.com Gwyn bought a scarf toggle for her mum and I picked up a ceramic cocktail stick hedgehog!

Found out the owners of yacht alongside us called Ocean Hobo live 1 mile down the road from us in Felinheli! It is a small world.

Sunday 16th Father’s Day, and we are leaving at 4am to cross over to Norway and will be out of signal for a few days. So more to follow next week on my Healthy Profits food journey #traceystravels

 

 

 

 

Behaviour change tip 3/3. Reduce portion size of fries AND keep your customers happy – increase the perceived value

You’ve reduced your portion size of fries, so what’s next? How do you make sure your customers are happy and come back for more? Tip 1 of 3 was to change it up, tip 2 of 3 was to relabel your portion size descriptions.

Shape It Top Tips

Tip 3 of 3: Increase the perceived value

Instead of leaving your customers to focus on their portion of fries being smaller but being charged the same (which is likely to leave a sour taste in their mouth), think about how you can give them more perceived value. You want them to focus on what they are gaining, not what is being taken away.

Can you introduce an option of a sprinkle of tasty flavours that goes on their fries? A house special Cajun seasoning? Oven roasted with rosemary and garlic? A nest of fries surrounding your customer favourite homemade BBQ sauce? Or perhaps you will introduce a tasty salad with sweet peppers and vine ripened tomatoes on the plate so they don’t notice the portion of fries has decreased.

Follow us on social media to find out our next #ShapeItTopTips. Sign up to get updates to your email inbox, follow us on Twitter @healthy_profit, Facebook @healthyprofitsfgf and on LinkedIn. Also follow us on Instagram @healthy_profits as Tracey sails around the world finding out how feel good foods are promoted overseas.

Find out even more tips in our new book, Healthy Profits, including how you can use rewards, social norms, menu layout and descriptions and LOTS more! Plus, by buying our book you’ll get exclusive access to useful resources like our Healthy Profits checklist, case studies, action plan templates to name just a few! Get our book here!

Buy ebook from Amazon

Thanks so much to everyone who has helped us along the way and made Healthy Profits a reality. We couldn’t have done it without you!

 

Behaviour change tip 2/3. Reduce portion size of fries AND keep your customers happy – relabel your portion size descriptions

You’ve reduced your portion size of fries, so what’s next? How do you make sure your customers are happy and come back for more? Tip 1 of 3 was to change it up!

Shape It Top Tips

Tip 2 of 3: Relabel your portion size descriptions

Portion sizes vary depending on where you eat. A portion of fries can vary anywhere from a small handful, to a massive pile atop a plate. There isn’t any consistency to how big a small, medium or large portion of fries should be. If you were to simply remove the large portion option from your menu, it may anger your customers.

Interestingly, how you describe the portion size on your menu has a powerful impact on how big your customers perceive it to be. A study by Aydınoglu and Krishna found that a portion labelled as small is perceived as smaller than exactly the same size portion labelled as medium. Also, a portion labelled as medium is perceived as smaller than the same size portion labelled as large. The only difference between the portions was how they were described.

So, how can you apply this research finding to your food environment? If you previously offered small, medium and large fries, then reduce the portion sizes as well as changing how you describe them. Relabel your medium fries as ‘large’, relabel your small fries as ‘medium’, and introduce an even smaller portion of fries and call them ‘small’. Remove the previous ‘large’ portion size from your menu altogether. Everyone will benefit from eating less fries, but they are unlikely to notice the change. Follow us on social media to find out our next #ShapeItTopTips.

Sign up to get updates to your email inbox, follow us on Twitter @healthy_profit, Facebook @healthyprofitsfgf and on LinkedIn. Also follow us on Instagram @healthy_profits as Tracey sails around the world finding out how feel good foods are promoted overseas.

Find out even more tips in our new book, Healthy Profits, including how you can use rewards, social norms, menu layout and descriptions and LOTS more! Plus, by buying our book you’ll get exclusive access to useful resources like our Healthy Profits checklist, case studies, action plan templates to name just a few! Get our book here!

Buy ebook from Amazon

Thanks so much to everyone who has helped us along the way and made Healthy Profits a reality. We couldn’t have done it without you!

References:

Aydınoglu, N., & Krishna, A. (2011). Guiltless gluttony: the asymmetric effect of size labels on size perceptions and consumption. Journal of Consumer Research, 37(6), pp. 1095-1112.

Behaviour change tip 1/3. Reduce portion size of fries AND keep your customers happy – change it up!

You’ve reduced your portion size of fries, so what’s next? How do you make sure your customers are happy and come back for more?

Shape It Top Tips

Tip 1 of 3: Change it up!

We aren’t very accurate at estimating size changes. We underestimate portion size increases and think the increase is smaller than it really is. When a portion is doubled (a 100% increase) we estimate the increase as being only 50% to 70% bigger. This means super-sized portions aren’t judged as being as excessive as they actually are. Take a look at Chandon’s 2013 paper for more on this (see bottom of page).

However, we are much more accurate when judging how much smaller a portion gets. This means if you reduce a portion size, it is highly likely your customers will notice. Let’s say Joe Bloggs orders a burger and fries from your pub every week at his regular family get together, and then one week, the portion of fries has noticeably shrunk. Poor Joe is going to feel understandably shortchanged. The experience may leave such a negative memory that he then associates your food establishment with being money grabbing, or taking away his free will to eat what he wants, and his family might decide to try eating somewhere else next week instead.

One way to overcome this is to change it up. Make the plate look completely different to before. This will distract the eye and make it difficult to accurately judge the change in portion size of fries. You could serve the fries in baskets instead of on the plate, such as these from Amazon.

Or you could change what you serve the meal on, such as changing the size or shape of your plate, or presenting your food in a creative or novel way. For example, introducing a retro burger basked instead of serving on your usual white plate. There are many dishwasher safe versions of these on Amazon.

Not only will Joe Bloggs not notice the portion of fries has shrunk, but he may also be really impressed with the novel new presentation! Follow us on social media to find out our next #ShapeItTopTips.

Sign up to get updates to your email inbox, follow us on Twitter @healthy_profit, Facebook @healthyprofitsfgf and on LinkedIn. Also follow us on Instagram @healthy_profits as Tracey sails around the world finding out how feel good foods are promoted overseas.

Find out even more tips in our new book, Healthy Profits, including how you can use rewards, social norms, menu layout and descriptions and LOTS more! Plus, by buying our book you’ll get exclusive access to useful resources like our Healthy Profits checklist, case studies, action plan templates to name just a few! Get our book here!

Buy ebook from Amazon

Thanks so much to everyone who has helped us along the way and made Healthy Profits a reality. We couldn’t have done it without you!

References:

Chandon, P. (2013). How Package Design and Packaged-based Marketing Claims Lead to Overeating. Applied Economic Perspectives and Policy, 35(1), pp. 7-31.

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About

My name is Sarah Newton and I’m from Walsall (near Birmingham) in the UK. I’m on a mission to improve health and wellbeing through the practical application of behavioural science. As part of this mission I founded LABS Innovation to research and create new solutions.

In 2019, I launched Leading Applied Behavioural Science not-for-profit to get initiatives out there to those who could benefit most. Find out more here.

My values

  1. Ethical, fair and environmentally friendly
  2. Inclusive and accessible
  3. Enable freedom of choice
  4. Support those who need it most
  5. Embedded and realistic
  6. Effective in the long term
  7. Apply a broad evidence based
  8. Collaborate and consult
  9. Challenge assumptions and the status quo
  10. Embrace creativity and innovation
  11. Complement, not compete
  12. Continuously learn and improve
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