British Potato Council campaigning is set to make even more noise about the healthiness of potatoes.

This follows new BPC consumer research confirming that health is an increasing influence on shopping decisions and that many consumers think rival carbohydrates have the edge over potatoes.

Kathryn Race, BPC head of marketing, said: “If someone plans to eat healthily, they’ll often pick rice or pasta as the carbohydrate component.

“They think these options are healthier, but they’re wrong and we have to change their perceptions.

So we’ll be shouting loud and clear that potatoes are low in fat and low in calories, starting with a nationwide roadshow from June 9, to put the message directly in front of over 2.5 million people.

“This isn’t just about comparisons with rice and pasta though. Even in areas where the media like to bash us, such as chips and crisps, we have a very strong.

“For example, the new generation of lower fat crisps compare favourably with things like cereal bars that are often eaten as alternatives.

A ‘What’s for Tea?’ club will be using email and the internet to inspire shoppers, and work will continue on the major Grow your Own Potatoes scheme in schools.

“Experience shows that this can make a difference,” said Race. “For example, following health campaigning last year, 53 per cent of consumers now recognise that potatoes are a great source of vitamin C.

“That’s why we are calling on as many people as possible to get behind the work and we’ll be writing to all levy payers shortly to explain ways you can do that.”

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