Greenvale AP, the UK’s leading supplier of potatoes, is aiming to inject fresh interest into the produce sector with the launch of its first branded product. GreenVale Farm Fresh potatoes, which are being sold in 2kg eye-catching blue and green paper bags, will initially be exclusive to Tesco from 6 February.

GreenVale Farm Fresh will bring to the market great tasting potatoes that will retain their freshness for longer thanks to the company’s expertise in keeping them at their freshest best from field to shelf and its unique paper bag packaging format.
 The brand uses the ‘Jelly’ potato variety, which is exclusive to Greenvale, and which has been carefully selected for its buttery flavour and creamy texture and because it is a great all rounder, perfect for boiling, mashing, roasting and baking. It is hoped that GreenVale Farm Fresh will not only help to grow the category but also encourage consumers to trade up from Maris Pipers and other standard white potatoes.

The launch of GreenVale Farm Fresh is the result of rigorous research and consumer testing including a successful in-store trial with Tesco. One of the findings from the research was that while many consumers regarded potatoes as a staple commodity they would be interested in learning more about the potatoes they are eating, where they are from and their variety.

Head of Marketing for Greenvale AP, Leon Mundey said: “The move into a branded product is intended to help grow the total potato category by attracting new consumers and encouraging those who might normally buy Maris Piper potatoes or a standard white potato to trade up to GreenVale Farm Fresh. Our brand provides a reliably consistent product that will deliver on taste and freshness every time.”

Consumer response to date has been very positive. In earlier trials in Tesco stores, GreenVale Farm Fresh out-performed all expectations and succeeded in bringing new customers into the potato category.

As the only fully integrated potato business in the UK Greenvale AP is well positioned to deliver this kind of branded innovation. It places great emphasis on understanding market dynamics and the ever changing demands of shoppers and consumers, ensuring that its products and services exceed expectations. Their research has clearly indicated that there is desire for a recognisable brand within the potato category and something the consumer can identify with. As one shopper said: “GreenVale Farm Fresh potatoes look like proper farmer potatoes, rather than pre-packaged and mass produced …. a bit of love and care.”

Greenvale AP handles 600,000 tonnes of potatoes every year supplying major retailers such as Tesco and Sainsbury’s and key food manufacturers including Birds Eye, McCain, Young’s and Bakkavör. While a significant grower of potatoes in its own right, Greenvale AP also boasts the largest and most diverse grower base in the UK with partners located in all the key potato growing regions of the country, many of whom are growing the Jelly variety for GreenVale Farm Fresh.

For information on where to buy GreenVale Farm Fresh, visit www.greenvalefarmfresh.co.uk