13 Apr 2026
By Richard Muir, Deputy Chief Executive of Glasgow Chamber of Commerce.
Friday’s programme brought a strong focus on storytelling, influence and the power of networks. The session “From Speyside to Stateside” offered a valuable perspective on how Scottish brands like Walker’s can cut through in the US market. There’s a clear lesson here: success in the States isn’t just about having a great product or service, it’s about how well you can articulate your story, build credibility, and connect it to the needs of the customer. Having strong family values and brand loyalty and fantastic shortbread products helps too. The session was excellent and well hosted by Sarah Medcraf, Shan Saba and the fireside chat was with Joseph Gadeleta who leads the operation in the States. We were also treated to some of the best views of the Manhattan skyline and thanks to Julie Semple for providing the space 40 floors above Grand Central Station at the offices of Clifton Larson Allen.
What continues to stand out is the strength of collaboration within the group itself, connections being made not just internationally, but within the Scottish delegation.
The Scottish / Glasgow / Moray Chambers of Commerce Business Reception at Internova Travel Group on Broadway provided very generously by Jacqueline Dobson was a great way to round off the 3 days of business.
The gathering provided another key moment: bringing together a wide network of partners and stakeholders in a single room creating a platform that few individual organisations could replicate alone. It’s a reminder of the value of collective representation - Scotland showing up not as individual entities, but as a connected, outward-looking business community. It was great to hear short contributions by Jacqueline, Sarah, Charandeep Singh, Mark Boyce representing Scottish Government and I rounded things off at another fabulous space high above the city.
The Tartan Day Parade on Sixth Avenue in the glorious spring sunshine was a standout led by Glasgow based Outlander actor, Sam Heughan. Experiencing it as part of a business delegation adds a different dimension. Weaving culture, heritage and identity, creating a platform that opens doors for trade, investment and international partnerships.
Walking the route down 6th Avenue or the Avenue of Americas, you’re reminded that the Scotland-US relationship runs deep. It’s not just historical, it’s current, active, and full of opportunity. The visibility that Tartan Week generates for Scotland provides a backdrop that strengthens every business conversation we’ve had throughout the week. The Glasgow businesses were proud to fly the flag for Glasgow and Scotland and march with the Lord Provost of Glasgow Dr Jacqueline McLaren and Visit Glasgow, and we received a very warm welcome from the hordes of crowds lining the avenue, their affection for Glasgow obvious!
The informal engagements around the parade - pre- and post-event gatherings - were just as valuable. These moments often provide the space for more candid conversations, where relationships are built and future collaborations begin to take shape.
It was great this year to celebrate the USA’s 250th birthday too and brilliant to see the Scottish Football Association led by Ian Maxwell CEO and the team manager Steve Clarke at so many of the events in preparation for the World Cup in the summer.
As we wrap up our time in New York, the focus now turns to how we carry this momentum forward. The real value of a mission like this isn’t measured in days, it’s measured in what happens next. From initial conversations to tangible outcomes, the work starts now. Next stop: Pittsburgh.
This trade mission is supported by the Scottish Government through the International Trade Partnership Programme through Scottish Chambers of commerce.
