Potato packers missing out on sales by not listing potato variety or best before date?

Providing Australian consumers with more information on the package such as the potato variety and their uses would encourage them to buy more potatoes, according to the latest wave of Potato Tracker research (Wave 12, August 2015).

The industry-funded research, conducted by leading consumer research agency Colmar Brunton, indicated that 46 per cent of consumers wanted more information about the unique attributes of different potato varieties and recipe ideas to enhance their flavor and nutritional value.

“Aussie consumers love their potatoes and are becoming more aware of the many different varieties of spuds and the ways that they can benefit their overall health and enhance the flavor of a meal,” said AUSVEG spokesperson Tom Cohen.

“Potatoes are consistently Australia’s most popular vegetable commodity, with 90 per cent of consumers purchasing potatoes in the last month. However, consumers do want to know more about the potato products they are buying, and have indicated that naming the potato variety would encourage them to purchase even more potatoes.”
 “There is an opportunity for Aussie potato growers and retailers to capitalise on the consumers’ desire for more information on their potato products by highlighting their unique attributes and optimal cooking styles.”

The Potato Tracker project also indicated that consumers are keenly aware of reducing the amount of waste with potato products, with 52 per cent of consumers believing that more information about the freshness of products would reduce purchased potatoes going unused.

“The research detailed that the biggest barrier for consumers purchasing more potatoes is that they buy enough to meet their needs, however, the research also links this response to consumers’ concerns about creating more potato waste,” said Mr Cohen.

“Potato growers and retailers can take advantage of this trend by offering consumers with value-added products that provide consumers with best before dates printed on product packaging and providing information on how to utilise the whole potato to consumers.”

“The potato is a versatile and nutritious vegetable, and providing consumers with more information about the different varieties and best methods for cooking and storage could increase potato purchases and be beneficial to growers and the wider industry.”

The Potato Tracker project is funded by Horticulture Innovation Australia using the National Fresh Potato Levy and funds from the Australian Government.