By Wine Guy on Skye
Running a small business on the Isle of Skye is equal parts passion and perseverance. From navigating ferry schedules to sourcing great bottles that warm both the heart and the Island chill, we work hard to keep our shelves stocked and our customers happy. But being a business owner on this beautiful island is about more than just profits—it’s about people, community, and purpose.
That’s why I recently signed the Armed Forces Covenant.
You may have heard of it before. Maybe you’ve seen a sticker in a shop window or a badge on a company’s website. But what does it actually mean for a business like mine—and for others across the Highlands and Islands? Let me explain why this commitment makes sense not just morally, but commercially and culturally too.
What Is the Armed Forces Covenant?
In simple terms, the Armed Forces Covenant is a promise. A promise from businesses and organisations across the UK to ensure that those who serve or have served in the armed forces, and their families, are treated fairly – nothing more, nothing less.
It’s not about special treatment. It’s about fairness and recognition. It acknowledges that military life can pose unique challenges—frequent moves, long separations, and the emotional toll of service—and aims to level the playing field for those affected.
The Covenant was introduced by the UK government in 2011, and since then, over 11,000 businesses have signed up, from FTSE giants to one-man bands like mine. Whether you’re a car mechanic in Borve, a guesthouse in Glenelg, or a wine shop in Stein, you can play a part.
Why I Signed Up
Let me be honest: when I first heard about the Covenant, I didn’t immediately think it applied to me. I sell wine. I run tastings. I write blogs like this and try to find the perfect bottle to go with venison stew or a windy afternoon.
But then I thought about it more deeply. Here on Skye, like much of Scotland, we’re connected to the armed forces in countless ways. Friends, neighbours, suppliers, and customers have served in the Army, RAF, Navy, or Reserves. Some have retired here. Some were stationed nearby. Some have lost loved ones. Others are looking for a fresh start.
What better way to say “you’re welcome here” than to put it in writing?
Signing the Covenant wasn’t just symbolic—it was a statement about who I am as a business owner and what I want my business to stand for.
What’s In It for a Small Business?
I know what some of you might be thinking: this sounds great in principle, but what’s the actual benefit for a small independent retailer or hospitality business?
Let me break it down. Here are the key advantages I’ve found from signing the Armed Forces Covenant:
1. It Builds Trust with Customers
In a small community, your reputation is your most valuable asset. Signing the Covenant tells locals—and visitors—that you care about more than just your bottom line. You care about people. You’re willing to make a commitment to fairness and support.
This matters to service families and veterans who might otherwise feel overlooked. It matters to tourists who have military backgrounds. It matters to civilians who appreciate businesses that give back.
I’ve had multiple customers comment positively since I displayed the Armed Forces Covenant badge. It starts conversations. It builds loyalty.
2. It Opens Doors to New Talent
One of the biggest challenges facing small businesses right now is recruitment. Whether you’re hiring for seasonal help in the shop or looking to expand into online orders and logistics, finding reliable, skilled workers isn’t easy.
Here’s where veterans and military spouses come in.
Service leavers bring discipline, leadership, problem-solving, and resilience—qualities any employer would be lucky to have. Military spouses are often adaptable, organised, and experienced across different roles due to frequent relocations.
By signing the Covenant, you show you’re open to these candidates. You can also access help from military employment schemes like the Career Transition Partnership, and even advertise on the Forces Families Jobs platform for free.
3. It Qualifies You for Defence Employer Recognition
The Ministry of Defence runs a Defence Employer Recognition Scheme (ERS) which awards Bronze, Silver, and Gold statuses to Covenant signatories who go the extra mile.
At the Bronze level (which you get automatically by signing the Covenant), you’re recognised for showing support. At Silver and Gold, you can access even more benefits—ranging from public recognition to enhanced networking opportunities.
I’m currently working towards Silver, and the process has already put me in touch with some fantastic people and ideas for collaboration, from local community groups to other Covenant businesses in the region.
4. It Gives You a Competitive Edge
This might not be the first thing that comes to mind when thinking about support for the armed forces—but it’s true.
Being a Covenant signatory can help when applying for public sector tenders, government grants, or partnership schemes. Many procurement frameworks now prioritise or score businesses with a social impact or community commitment—and the Covenant ticks that box.
If I decide to expand my offerings—perhaps supplying local hotels or events, or bidding to host educational tastings with local councils—being a Covenant holder could boost my application.
5. It Feels Good
This one’s hard to quantify, but perhaps the most important.
There’s something deeply satisfying about running a business that aligns with your values. When you look at your shop, your team, your website—and see that Armed Forces Covenant badge—it reminds you that you’re part of something bigger.
It’s not performative. It’s not marketing fluff. It’s a real, actionable commitment that helps people. And for me, that’s worth its weight in Châteauneuf-du-Pape.
What Do You Have to Do?
You might be surprised how easy it is to sign up and it is FREE! At a push, it takes about 5 minutes to fill in the form – or the time it take to enjoy a small glass of wine!
You don’t need to offer discounts or hire a veteran tomorrow. You just need to commit to supporting the armed forces community in a way that makes sense for your business.
Here’s how I did it:
- Visited the Armed Forces Covenant website (search it online, it’s easy to find).
- Filled in a simple online form, ticking the boxes that applied to me (I chose to promote my support online and consider veterans for future roles).
- Waited a few days to get my confirmation and official badge to use on my website, paperwork and social media.
That’s it.
Of course, there’s more you can do if you want. You can offer discounts to service families. You can support local military charities. You can host events. You can link up with RAF Lossiemouth or Army units in Fort George or Kinloss. But the entry point is simple and meaningful.
Examples of What Small Businesses Are Doing
To give you some inspiration, here are a few real examples of what small businesses are doing under the Covenant:
- A bakery in Fife offers 10% off for military families and donates unsold bread to a veterans’ hostel.
- A distillery in Speyside runs tours tailored for veterans with PTSD, including quieter sessions with no loud noises.
- A mobile mechanic in Perth guarantees same-day service for serving personnel to help with deployment pressures.
- A B&B in Lochalsh prioritises forces families during school holidays, understanding the limited leave windows many face.
None of these require big budgets or structural change—just heart and intention.
Final Thoughts: Skye’s Role in the National Picture
Living and working on Skye, we sometimes feel a bit out of the loop compared to big cities. But when it comes to the Covenant, we’re right at the heart of it.
Military history and presence in Scotland is rich—from the Black Watch and Commando training grounds to modern RAF and Navy operations. Many service people retire here. Some are born here. Some are just passing through. All deserve to feel welcome.
By flying the flag—metaphorically or literally—we let them know we value their service. And in doing so, we strengthen our businesses, our communities, and our collective sense of who we are.
So whether you’re in retail, food, hospitality, trades, or tech, I urge you: sign the Armed Forces Covenant. It’s one of the simplest, most impactful things you can do.
And if you’re ever passing the NW corner of the Misty Isle and want to toast that decision with a cracking bottle of Pinot Noir, made by an RAF Veteran, I know just the place…..
Slàinte,
Wine Guy on Skye