Potato Council calls on industry to highlight potato diversity in Potato Week

In the run-up to Potato Week (1-7 October 2012), Potato Council is turning to growers and farm shops to help spread the message that there is more to potatoes than meets the eye.

To coincide with the launch of its high profile consumer campaign that will highlight the taste, texture and versatility of potatoes, Potato Council has produced promotional and case study material to enable the industry to get involved.

For farm shops that sell direct to the public, artwork and promotional literature is available that has been designed with the new potato classifications of ‘fluffy’, ‘salad’ and ‘smooth’ in mind. The marketing material is supplied via a memory stick so that business managers can print, customise and display the posters, shelf barkers and recipe leaflets as required. These can then be used to educate and inspire shoppers, helping to drive awareness and, potential sales of named varieties.

Already putting the material to good use is Potato Ambassador for the East of England Kevin Stokes. Through his farm shop, Kevin has trialled the point of sale and is keen to demonstrate its practicality, simplicity and more importantly, interest to customers.
 

“This is a really exciting campaign,” Kevin says. “We’ve always promoted our different varieties but this classification brings further clarity to customers and gives us an opportunity to focus on the range of textures and tastes potatoes can deliver. The literature is easy to use and once on display is bright, eye-catching and clear – our customers have found it very informative and are keen to try the recipes to taste the difference for themselves.”

For growers and suppliers that do not have their own outlet, there are many other ways to get involved in Potato Week and highlight key messages.

With younger consumers eating fewer potatoes, a good place to start is showing children how they play a vital role in our diets and are a good, local food. Schools are increasingly interested in learning about farming and food production and welcome growers into the classroom.

 To show how easy and rewarding this can be, literature is available that followed Mike Newling, Potato Ambassador for East Anglia on his first visit to a local primary school to host a ‘Potato’ themed afternoon. Mike says: “This has to be one of the most worthwhile activities I have done. The enthusiasm from the children and the teachers was second to none and I felt I made a real difference in terms of how potatoes are viewed by the class. It was easy to arrange and I will definitely be making a date for a return visit in September.”

Maria Ball, Potato Council corporate affairs manager said: “There is so much the industry can do to support Potato Week 2012 and help drive value. As well as producing display material, we have developed case studies to demonstrate just how easy it is to be involved – whether it is putting up a poster or engaging with children or a local organisation or hobby group. These are now available for other growers to download and use as a reference tool from our website.”