Potato Council has launched a campaign to encourage the industry to work together and spread the news about potatoes.
The 'One Voice' campaign promotes the natural goodness of potatoes and is supported by a number of partner organisations, including the NFU, NFUS, Fresh Potato Suppliers’ Association and Potato Processors’ Association.
Potato Council has called on the industry to use these messages to position potatoes as a good food in the minds of shoppers, children, policy makers and the media, ensuring that they remain a staple on the British plate.
Caroline Evans, Potato Council head of marketing and corporate affairs, said: “Potato Council continues to invest in positively promoting these messages with levy monies. Working together helps us all deliver more return to support the industry. This has been demonstrated with projects such as Grow Your Own Potatoes, where growers and suppliers were instrumental in reaching the large number of schools involved. Simple support for campaigns and programmes can reap major rewards for the long-term.'
Potato Council works with industry bodies to present a united front when issues that affect the industry arise. Now, though, the One Voice campaign will encourage these organisations to join together to promote the positive aspects of the crop.
Richard Harris, director general of the Potato Processors’ Association, said: “We are fully supportive of One Voice. It is key that we work together as a total industry and promote the great asset we have in the potato – healthy, tasty, versatile and sustainable.”
Lee Abbey, horticulture advisor at the NFU, added: “By coordinating our messaging across the sector, the roles of the NFU, Potato Council and other supporters of this initiative are strengthened. We are able to apply greater influence on industry and government by delivering clear and consistent messages which can demonstrate the positive impacts the potato sector has on the economy and health of the nation, as well as its environmental sustainability.”
One Voice was officially launched at the 2013 British Potato Show this week.
Meanwhile, Potato Councilis once again on the search for new members to join its team of Potato Ambassadors – growers who are keen to get involved in marketing activity and help spread the word that potatoes are healthy and sustainable as well as being versatile, easy-to-prepare and great value for money.
Potato Council marketing manager, Kate Cox, said: “Since recruiting our first set of ambassadors back in 2010, they have become central to all of our marketing campaigns. The ten potato growers, based throughout England, Scotland and Wales, have spoken with local press and radio stations and in some cases they have even featured on national television; all in a bid to reinforce the positive messages about potatoes and to build a closer affinity between the industry and consumers.
“The ambassador role is a two-year appointment which can be extended if required. So in 2012, we saw some new faces join the original team - and now we’re looking for more new growers to sign up and join the team for the next two years, starting in May 2014.
“We know that growers and packers are busy people, but the role of a Potato Ambassador shouldn’t take up more than a few days in total over the course of a year and you should find it varied and rewarding. We would like to be able to call on you from time to time to attend regional and national events or speak to your local newspaper or radio station. You could be asked to visit a local school to talk to children participating in our Grow Your Own Potatoes or Cook Your Own projects. Or we might ask you to get involved in activity to promote Chip Week or Potato Week.”
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