The British Potato Council has launched a new campaign to promote the healthiness of potatoes.

Organisers say the campaign is designed to build on earlier publicity and aims to promote positive recognition of the health benefits of potatoes amongst consumers.

The BPC says there is already a shift in consumer attitudes with 31 per cent of people now saying potatoes are part of a healthy diet compared to 26 per cent in 2003 - before the BPC began campaigning. It says recognition of potatoes as an important source of vitamins has also risen a third over the same period.

Continuing until the end of October, organisers say the work will include an overall health message with potato variety themes to create fresh storylines for the regional and national press attention and women’s magazines. Six personalities will be used to bring this to life and can also be used by individual business to extend the campaign with their own activities.

“Overall, 1.5m people now rate the potato as very healthy,” said head of marketing, Kathryn Race: “ We know from consumer research that varieties are a subject of interest to many shoppers. So, this work allows us to respond to that, draw in related themes of taste and convenience and add continuing momentum to the overall promotion of health messages,” she added.

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