Potatoes play a vital role in Budgens’ overall produce mix and sales are close to 10 per cent of its total produce offer. Offering a comprehensive range of varieties, quality remains a top priority, and two organic lines also continue to expand in popularity.
“We believe we have the right mix of lines available to suit the Budgens customer,” says Budgens’ senior buyer, Steve Normington.
Budgens also offers a range of prepared potato products including Hot and Spicy Wedges, Stuffed Mini Jackets, New Potatoes in Herbs and Gratin Dauphinoise. “We have some fantastic sales in this area and prepared potatoes now play a major part of our overall potato offer,” Normington says. “We need to make fresh potatoes more appealing to the consumer, focusing on convenience and the meal solution concept. Packaging is continually under review to improve the offer and the trend is definitely towards smaller pack sizes. Although we have range limitations we are considering a 500g/1kg baby new pillow pack. This product is becoming very popular as it conveys a healthy freshness, straight from the field, and the pack size is convenient as it can be tipped straight into the pan. Maris Peer would be the ideal variety for its excellent flavour as a new potato. With the natural decline in loose sales, we may introduce this line to add new impetus to the sector.
Wherever possible Budgens’ endeavours to source British products and supports the NFU Tractor Logo which it carries on its packaging. “We are continually involved with the British Potato Council in promoting British fresh potatoes and are currently supporting a national campaign to promote the health benefits of potatoes, with health messages on all British new potatoes during the summer period, a promotional offer of a free sachet of Tabasco in ever pack, a money-off voucher (30p off next purchase) and recipe ideas.”
As part of Budgens’ drive to promote British whenever possible, a new potato line was launched last year. Great British Jackets offered either four or six hand-selected Jacket Potatoes, promoting them as ideal for barbecues, or as convenient meal solutions with the addition of one of many simple toppings.
“With limitations on shelf space our range is not as extensive as some of the big multiples but we believe that for our store size we offer a good variety and we cover all the culinary and cooking aspects,” says Normington. “We do market King Edwards in their own right as ideal for roasting and as a multipurpose premium variety.”
Pre-packed continue to outsell loose. “This is a continuing trend as the consumer is looking for convenience and meal solutions,” says Normington. “Our new products are therefore based around this principle, like the Great British Jackets and pillow packed salad potatoes, now one of our best selling lines.
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