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  • Written by: Farmers Guide
  • Posted:

Potato survey highlights need for industry messaging

Potatoes have long been one of the nationsfavourite foods and are considered by some to be more important on the dinnertable than alcohol or dessert. But while it appears we love our spuds, delvingdeeper into consumer habits show that a sense of nostalgia is hamperingconsumption patterns.

In a survey for the Potatoes: More Than A Bit On The Side campaign, over a third(38%) of people confessed to sticking to the same potato meals time and again.According to Nick White, head of marketing and corporate affairs at AHDBPotatoes, this is fuelling perceptions that potatoes are a traditional andsomewhat unexciting food.

Nick said: One of the challenges we face,particularly among younger consumers, is to get them to see potatoes as arelevant, modern day food that is quick, easy and convenient to cook. We can dothis by encouraging them to be adventurous and break-out of theirpotato-cooking comfort zones through recipe inspiration.

Weve introduced a range of fantastic newpotato-based meal ideas, such as Indian-inspired Potato and Chickpea Masala orJamaican Jerk Haddock, at www.lovepotatoes.co.uk and to maximise ourpromotional efforts, would urge industry to share them wherever possible.

Further promotional tools are available as part ofthe One Voice initiative. This includes eye-catching lorry livery,advertising and sticker artwork and a promotional video of the potato characterBud to request and use.

Available free of charge from www.potatoes.ahdb.org.uk/onevoicethe material is designed to amplify the impact of the Potatoes: More Than A Bit On The Side campaign messages.

Nick said: Making use of our recipe artwork andkey messages on vehicles, retail packs as well as in-store posters, marketingmaterials and websites, will deliver a cohesive message. And it is this thatwill penetrate and help consumers get excited about potatoes again.

 


  • Written by: Farmers Guide
  • Posted:
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