Convenience store chain Budgens is re-launching its potato range with a focus on the different varieties available and new packaging.
The new packaging shows a picture and profile of the farmers who produce each variety, along with the Red Tractor logo to highlight British provenance.
One featured farmer includes David Branton for his white potatoes. Along with his son Andrew, Branton farm 4,000 acres on the Lincolnshire Fens. The farm has been in the family for eighty years and Andrew is the fourth generation to work the land.
Baking potatoes come from Peter Branfield, whose farm on the Norfolk/Suffolk border has been in the family for more than 80 years. The farm benefits from light, loamy soil, which enables Branton, who has won several awards for wildlife conservation, to produce some of the earliest potatoes around.
David Allwood, who manages a farm that has been running in the Lincolnshire Fens for nearly 100 years, will be supplying Maris Piper potatoes to Budgens.
Lastly, Richard Cobbald, who runs a farm of nearly 2,000 acres near Cambridge, will be supplying Desiree and King Edward potatoes to Budgens. Cobbald also farms organically and has been awarded for wildlife conservation.
The new packaging is clearly labelled and recommends the best uses for each variety, along with descriptions of its flavour and texture plus a simple recipe. The font used is consistent with other Budgens produce categories and distinct accent colours differentiate between each type of potato. White and baking potatoes are the first varieties to be available with the new-look packaging, which will roll out throughout the range over the next few months.
Budgens trading manager, Steve Normington, said: “Potatoes are an important staple within produce, and we felt it was important to develop clear labelling with useful information. It’s all about supporting our farmers and emphasising the best quality seasonal produce to our customers. It has also given us a great opportunity to highlight the differences between the varieties, explaining what each is best for, and to get customers to try different recipes.”
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