The potato industry is facing one of the most challenging seasons since the drought of 1976, according to insiders. Poor growing conditions will continue to impact potato supplies through to next June, and there are no guarantees of a better season next year.
“This year’s crop quality is poor, yields are down, crops are late with small tuber sizes while prices on the farm are still high - not a recipe for a great season,” explains Greenvale AP’s technical director Paul Coleman. “We are seeing high levels of diseases such as blight and blackleg, and the wet soils have caused tubers to crack and ridges to slump which usually results in a lot of green potatoes. Wastage levels will be high but we are working with our customers to ensure specifications allow for us to meet demand.”
However, there are some reasons for cheer with certain varieties carving out a place for themselves this season. These include Perline, sold exclusively by Sainsbury’s, which markets it as Taste the Difference British Gems. “It’s a great tasting variety and the big point of difference is that we’re able to get it from field to store in 48 hours, delivering a really fresh potato to consumers,” says Coleman. “This is the second year we’re doing it and consumers seem to really like it.”
Likewise, Vivaldi, Marabel and Elfe, packed under various retailers’ premium brands, are all showing good growth, according John Heginbottom, sales and marketing director at Albert Bartlett, who also points out that value packs are gathering momentum. “Although we are seeing increased demand for value packs, we are also seeing increasing demand for premium varieties and brands. If you spend time in stores watching customers, many trolleys contain both value and premium ranges,” he observes.
Heginbottom doesn’t deny that the fresh potato category is under pressure within most retailers, but is keen to point to some positive developments. “Growth has been generally negative, however buyers are more open to NPD today than I can remember in the past and new varieties and ideas continue to appear in the category to stimulate consumer demand,” he says.
Worryingly, the consumer group that has cut its consumption the most is women, specifically females aged 17-24, whose intake is down by 7.4 per cent [Kantar]. At this year’s World Potato Congress it was noted that consumers’ perception of potatoes is very much that of a carbohydrate-rich vegetable not conducive to dieting. “This message is reinforced almost daily with countless diet meal advice so you can understand why body-conscious young females are buying fewer potatoes. The industry has to work hard to deliver the message to consumers that potatoes are a healthy meal option or sales will continue to decline,” stresses Coleman.
Heginbottom agrees. “Our category is under pressure from both competing carbohydrates perceived as more convenient and also overall diet-driven reduction in carb consumption. As a business we are forever striving to drive consumption - we are continuing an above-the-line advertising campaign for our Rooster brand, our NPD strategy coupled with relationships with seed breeders continues to produce exiting new varieties and volumes through our Scotty brand partners continue to grow. I also applaud the recent work undertaken by the Potato Council around consumer-facing communication.”
Meanwhile, in Europe, it’s a bit of a mixed bag as well. “Similarly to the disappointing start to summer in the UK, our potato crops in Holland are experiencing a low-temperature season,” says Mohammed Essa, Aviko’s general manager for the UK and Ireland. “Most of the potato seeds were planted back in April and those sown during the first two weeks benefited from some good sunshine. However, the colder soil temperatures have meant that those planted later are germinating at a slower rate as they missed out on the good weather.”
Price predictions for the 2012 crop are considerably higher than those of 2011, according to Essa, due to a decrease in potato acreage across Europe and a growing demand for fresh and frozen exports. -
AVIKO UNVEILS PREMIUM EARNER FOR CATERERS
Aviko is tapping into a growing trend for healthier speciality sides with the launch of a range of premium sweet potato fries. Lisa Kjellsson reports
Research by Toluna has revealed that 74 per cent of consumers would order sweet potato fries if they were on the menu - a response that demonstrates that demand for difference is very much there from consumers searching out the perfect premium side, according to Aviko.
Allied to this, 76 per cent of those surveyed said sweet potato fries would be perfect for children’s menus. With eating-out budgets tightening, plying for the family pound has never been more essential. The research indicated to Aviko that offering sweet potato fries would help cater for kids, and could mean profits from incremental sales of drinks and desserts.
Mohammed Essa, general manager for the UK and Ireland, said: “These findings should act as a call to action for caterers, with a signal that there is money to be made from sides with a point of difference and those which appeal to kids. A more premium feel can command a more premium price point, meaning that, by stocking sweet potato fries, caterers can respond to the latest trends, meet growing consumer demand and profit in the process.”
The company is marketing its new fries as the “natural choice” for menus by using a holistic steam-blanching production method that not only delivers better taste retention but a tastier, better-quality end result for the diner. The process also produces a more pleasing crispiness and colour.
Because of this production process, the fries don’t contain any genetically modified organisms and are gluten free. In the last year alone, the gluten-free category grew by 18 per cent to reach £120m in the UK, according to Kantar. “The market is exploding, and caterers can take the upper hand by stocking products that will appeal to this burgeoning demographic of diner,” explains Essa.
Health is undeniably a key driver when eating out, with the research finding that 68 per cent of consumers perceived sweet potato fries to be a healthier menu option.
Statistics from the Food Standards Agency suggest that some consumers don’t think it’s possible to make healthy choices when they eat out without having to compromise on taste, however sweet potatoes contain twice as much fibre as regular potatoes and are also high in potassium, which plays an important role in lowering blood pressure. They are also naturally high in beta-carotene, or vitamin A, which is an important antioxidant.
Essa adds: “Our new sweet potato fries deliver on all fronts. The natural production method ensures a better quality end product for diners, while caterers can rest assured they are serving a healthier side with a real difference that will sell for more. They look good on the menu, great on the plate and are perfect for profits.” -
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