The BPC has conducted two pieces of research into the foodservice market with a view to understanding how levy payers can maximise the use of British potatoes on foodservice menus. The combined results offer a fascinating insight into this diverse market. They also point to an invaluable business development opportunity for GB potato producers and processors (see Top 10 list). For instance, research found that caterers like potatoes because they are versatile, filling and deliver excellent profit margins. The full reports can be found on the BPC website (www.potato.org.uk) and make good reading for those wishing to supply the foodservice sector.
The BPC estimates that 50 per cent of British potato tonnage moves into the foodservice sector, which indicates that significant inroads have been made by the potato industry. Yet research has also illustrated that many producers and processors are not fully conversant with the sector and are keen to understand more about the foodservice sector and the massive potential it offers.
The BPC therefore has made it one of its key aims to provide the latest consumer and market research information to enable the industry to identify opportunities for driving potato sales in this massive market.
The first research project it carried out established an insight into the demand for potato and potato products in the foodservice sector, the demand dynamics involved and the decision making process throughout the supply chain.
The second project looked to provide indications of what consumer perceptions are to potato offerings on foodservice menus.
THE FACTS
• 50 per cent of potato tonnage is estimated to be moving into the foodservice market;
• 34p in every food pound is spent on eating out and this is expected to increase to 50p in the next decade;
• There are more than 260,000 foodservice outlets in the UK with people in the UK eating out an average 2.2 times per week;
• Foodservice is the fourth largest consumer market in the UK with estimated sales of £33.1 billion per annum in 2003. This is expected to increase in value to £37bn by 2007.
The research also showed that one area of opportunity in the foodservice market is educating caterers about potatoes. Caterers themselves said that they would like to know more about potatoes. The BPC has a number of resources available for caterers to help fulfil this educational need.
A new website for caterers - www.potatoesforcaterers.co.uk - was launched, providing a valuable resource for caterers with advice on the best ways to handle, cook and store different potatoes as well as innovative recipe ideas. To gain access to the site, caterers are required to register their details, enabling the BPC to gather data about who is using the site.
The site offers an opportunity for levy payers to be featured on the industry links page, which means they can promote their products to the catering industry.
A new guide to storage and handling poster has been developed, which gives potato storage and handling advice for caterers. Similar to the ‘Making the most of your potatoes’ resource previously published for retailers, the poster has been ordered already by hundreds of caterers.
Additionally, a caterers’ guide has been produced to provide caterers with everything they need to know about potatoes in one comprehensive volume. And variety charts aim to fill a key knowledge gap by detailing in a simple and easy-to-use manner the best uses for the different potato varieties.
POTATOES WITHIN FOODSERVICE
TOP 10 FACTS
• Chefs are the key decision makers on buying potatoes.
• Suppliers play a crucial role in product/recipe innovation.
• Potatoes are very much here to stay in foodservice.
• Growth lies in the prepared potato sector (chilled and frozen).
• Potatoes are regarded as a side-of-plate item.
• The main (centre-of-plate) item determines the carbohydrate accompaniment.
• Potatoes are not generally substitutes for other carbohydrates.
• There is a diminishing knowledge about potatoes among foodservice professionals.
• Caterers like potatoes! - they‘re versatile, filling and deliver excellent profit margins.
• Potatoes are perceived as quintessentially British.
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