The Potato Council has unveiled a team of 10 “potato ambassadors” as the latest weapon in its arsenal as it looks to combat falling sales.
Some £61.8 million has gone out of the category in the past year as sales slumped 5.8 per cent to just over £1 billion [Kantar Worldpanel, 52 w/e 16 May]. Lower prices and shoppers buying potatoes less often has been blamed for the decline.
Younger shoppers had also been eating a wider range of carbohydrates such as pasta and rice, said Potato Council chairman Allan Stevenson.
The group of potato ambassadors is made up of 10 growers from around the country. They will work with the media and consumers to raise the profile of potatoes and remind shoppers that they are nutritious, versatile and easy to cook.
“We believe the people at the very heart of the industry, potato growers themselves, are ideally placed to showcase why potatoes should be a regular choice for every shopper,” said Stevenson.
The poor sales figures come at a time when heavy supermarket promotional activity has hit growers hard. Jersey Royal suppliers have struggled with supply following a lack of rainfall on the island, while packers have warned of margin erosion as a result of the ongoing promotions.
The Potato Council this week held a masterclass at L’atelier des Chefs in London to showcase the new season potato crop.
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