Initiative sets out to educate consumers on newer varieties
Greenvale’s potato brand Golden Kings has launched a ‘Move Over Maris’ campaign to change consumer habits and highlight the benefits of newer varieties.
Greenvale and Golden Kings noted that many consumers would struggle to identify different potato varieties just by looking at them, but added that the situation is bringing a disconnect over where food comes from.
There is also a lack of understanding about how much sweat and science it takes to keep potato varieties growing happily and meeting demand, the supplier said.
Golden Kings has launched ‘Move over Maris’ alongside Great British Chefs to amplify the message about embracing newer, great-tasting, high-performing varieties that are also climate friendly.
With newer varieties requiring less irrigation, less chemical pest management, and offering greater consistency and higher yield, consumers are being encouraged to trade up. Via the campaign, Great British Chefs and a series of influencers will be trialling new varieties to make some innovative and classic British dishes.
Katy Pook, brand and marketing manager at Golden Kings, said: “As an industry we understand the challenges posed by climate, pests such as PCN, growing conditions and impacts to yield, but consumers do not. It is vital we start the conversation so shoppers can recognise that behavioural change is needed to continue to meet potato demand in this country.
“We need the support of professionals and industry voices to do this, so we’re delighted to have Great British Chefs on board to spearhead this campaign.”
