De Aardappelhoeve introduces a convenience potato product targeting a younger generation

The Belgian potato company De Aardappelhoeve has introduced a new convenience concept during last week's Fruit Logistica. The potato product is targeting a younger generation.

Bart and Ruben Nemegheer:

“Younger people are eating fewer and fewer fresh potatoes. Pre-cooked or processed products are still popular. The product, directly from nature, is not well-loved among the younger generation.”

“We want to get younger people eating potatoes again. So, we went looking for an idea where potatoes are easy to prepare and are healthy and tasty too.”

“The new product consists of unprocessed baby potatoes. These are placed in an oven dish, along with a herb mixture. We wanted an easy to prepare, convenient product. Judging by the interest at the trade show, it looks like we succeeded.”

The herb mix is sprinkled directly over the unpeeled baby potatoes. The dish is also suitable for use in the microwave, and barbecue.

Bart and Ruben Nemegheer:

“The potatoes do not have to be peeled. This limits wastage and the potatoes retain their nutritional value.”

“Eventually, different potatoes and herb mixes can be used to create variety in the concept. The packaging sleeve can also be changed out. The product is 100% vegan and vegetarian too. It is also possible to bring an entirely organic variation onto the market.”

Organic line

De Aardappelhoeve also presented a new organic range of processed potato products at last week's Fruit Logistica. This line consists of diced potatoes, pre-cooked baby potatoes, french fries, and potato cakes.

Bart and Ruben Nemegheer:

“We have noticed that, more and more, retailers are demanding organic products.”

“Making these products is often more difficult than making conventional products. However, if the demand increases, as a supplier and producer, you must certainly respond to this.”