During its agm in Paris, the French potato technical centre invited European producers to express their opinions on the future of the industry and share experiences.
The focus was on the consumption decrease witnessed in many EU countries. First of all the invitees from Germany, UK, Italy, Spain and France presented the major trends of their national industries. The development of out of home meals impacts ñ in France alone more 5.6 million meals are served every day, the expansion of the prepared sector ñ which has grown by 93 per cent in four years in UK, logistical changes and the discount factor were common to all. However, consumption habits remain different from one country to the next.
Speakers expressed confidence in future development potential. As European consumers revisit the kitchen and enjoy cookery, participants forecast a brighter future for potatoes. To understand consumer habits, to identify purchasing methods, to follow market trends and above all to anticipate have become crucial elements of modern business.
AKP director Richard Arundel explained: “The secret to success lies in a better understanding of consumer desires and therefore development of the right products to fulfil them.” Spain's UDAPA's Roberto Ruiz emphasised the necessity to show imagination in creating new messages to increase consumption. He also proposed to study the potential for co-operation in cross-promotional activity with other fresh produce.
German potato trade association director Herwig Elgetti underlined the importance of precise quality standards, specific to each target market and explained that a more aesthetic variety from France had proved a real success when targeted at German consumers.
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