Nell McAndrew is to front the latest campaign by the Potato Council to increase UK consumption of spuds.
The Love Potatoes initiative will drive wider awareness of the natural benefits of potatoes, at a time when living costs are rising and health remains high on the agenda.
Financial expert Jasmine Birtle and food historian Ivan Day will join McAndrew to encourage the nation to go back to basics this summer.
PR activities will encompasses the national and regional press, as well as broadcast media, as well as the consumer press.
Kathryn Race, marketing director for the Potato Council, said: “This campaign aims to reconnect families with potatoes by demonstrating their nutritional benefits over rice and pasta, as well as their convenience and - at a time when budgets are being stretched due to sharp increases in food prices - the cost effectiveness of this great British staple.
“Potatoes have been enjoyed by previous generations for these very reasons, yet in recent years common misconceptions have seen them lose out to rice and pasta as a quick and convenient mid-week meal.
“With Love Potatoes, we aim to make it clear that potatoes can deliver on all of today’s family meal requirements - taste, versatility, health and enjoyment, as well as being easy to prepare and superb value for money.”
Chef Simon Rimmer, from the popular BBC show Something for the Weekend, will showcase his potato recipes at a number of farmers’ markets in Exeter, Manchester, Ipswich and Shrewsbury throughout June and July.
Growers, processors, packers and retailers are all being urged to support the campaign, by getting on board a nationwide tour.
Race said: “With the help of local growers and packers we will be visiting a number of county shows, farmers’ markets and retail car parks to interact with children and families.
“They will be able to sample tasty potato dishes, take part in interactive games and pick up a range of simple and classic recipe ideas. We will also highlight the fact that potatoes are inherently healthy - they contain 10 times more potassium than pasta and are a great natural source of iron - to help entice mums into swapping a regular pasta or rice meal in their repertoire for one that uses potatoes.”
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