Potato supplier MBM Produce has launched a new Potato Lovers brand. Anya, Juliette and Maris Peer new potatoes are the first to be launched under the new, nationwide brand, created “to provide chefs and food lovers with quality potatoes that deliver consistently good results every time”.
MBM sales director Neil Beeton said: ‘Through consumer research and working closely with our customers over the years, it became very clear to us that although there is a huge range of potatoes available on the market, consumers are not only confused as to which potato variety is best to use but that they are also often disappointed with the end results.
“The Potato Lovers brand encompasses the passion that everyone in the supply chain has for potatoes - from the farmers who lovingly grow and harvest the potatoes, to the care and attention we at MBM take in the selection, storage and packing of the potatoes, to the passion that chefs and food lovers have in producing and serving delicious dishes.”
To herald the launch of the Potato Lovers brand, food writers and top chefs dug the first of the new season’s Juliette in Cornwall on Tuesday. They then enjoyed the product, a premium new potato classed by the French in the highest salad potato category ‘Chair Ferme’ at the first annual Juliette Dinner.
Potato Lovers Anya, Juliette and Maris Peer will all be available in a range of formats from wholesalers, distributors and selected retail outlets nationwide. In addition to advertising, direct mail and PR campaigns planned for the launch, a specific Potato Lovers website - www.potatolovers.co.uk - has also gone live.
Beeton said: ‘We are very excited about the new brand and the products available have been extremely well received by our customers. The new potatoes are just the start - we will be adding some revolutionary new lines to the range in September for the winter season.’
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