I’m always faintly amused when I see consumer research, which often reveals how little shoppers know about, well, just about anything. I’m especially fond of surveys that give people the opportunity to say that potatoes grow on trees and Granny Smiths come from Kent.

But then I recall that, in many ways, I’m just such a consumer. Yes, I might have a little insider knowledge of the fresh produce category that gives me a natural advantage when it comes to knowing the price and provenance of fruit and veg, but put me in, say, the bakery aisle and I’m just as clueless as those hapless individuals that I guffawed at earlier.

That’s why good information and point of sale is vital, and the Potato Council is right to point out that the potato fixture could do with a bit of a makeover (p5).

Shoppers are still far less knowledgeable about potato varieties than they are about apples, for example, so a little more in-store support would be very welcome.

It’s certainly an area where both suppliers and retailers have improved massively. I was particularly impressed recently when I visited a newly opened supermarket in my home town, to be greeted by a sea of Union Jacks on British produce, pictures of growers’ faces and detailed information on what was in season. It made me want to spend more time and money in the aisle.

Commoditised items like potatoes present a particular challenge, but understanding the consumer and their needs can go a long way to giving them what they want.

Topics