National Chip Week was an unbridled success, as the potato party toured the UK with cheeky chip ambassador Keith ‘Cheggers’ Chegwin at its head this week.
The former Big Breakfast and It’s a Knockout presenter has been travelling nationwide to encourage shops, consumers, retailers and chefs to take part in the 18th annual celebration.
Cheggers, pictured far left, has been hitting screens with his trademark grin on the likes of ITV1’s Loose Women, the BBC 6 O’Clock News, GMTV, Sky News and the front page of The Telegraph, promoting the hugely popular UK dish and reiterating the Potato Council’s message that it can be enjoyed as part of a balanced diet.
The media coverage is expected to have a positive impact on sales. Last year, two-thirds of fish and chip shops reported a sales increase during and after the week, while retail sales of frozen chips usually record a strong and consistent peak in February.
Cheggers is also touring the country as part of the Perfect Portion Awards, which recognise those shops that serve up a perfect portion of chips in 11 different regions, and has been performing his very own National Chip Week song for the lucky winners. These include Sharkers Traditional of Nottingham, B’ My Chip of Sutton Coldfield and Glasgow favourite The Frying Scotsman.
Kathryn Race, Potato Council marketing director, said: “Chips represent the largest singular use of the British crop for one product; they account for one-third of the entire crop produced in the UK. In addition, 10 per cent of the crop goes to fish and chip shops and they are the most dominant potato category in the foodservice sector. It presents the perfect opportunity to drive sales of chips across the whole sector.
“Chip shops are still at the heart of the campaign and 800 were registered to take part.
“But the whole industry gets behind National Chip Week. Growers and merchants have been instrumental in recruiting fish and chip shops to take part in the week,” she added.
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