New potatoes are one of those products that conjure up certain assumptions and ideas. Heralding the start of summer for many and simple to prepare and cook, as well as healthy, consumers rave about their taste and their velvety skins.
Both new and salad potatoes together make up a quarter of the potato market by volume and a third by value, according to Kantar Worldpanel (52 w/e 19 February). And provenance continues to be an important market driver. “The start of the British season still has strong resonance and provides the opportunity to excite consumers about the category,” says Potato Council head of marketing and corporate affairs, Caroline Evans. “New potatoes hit the right benefit buttons - tasty, easy, convenient and healthy.”
Demand for the potatoes peaks in May and June as the new British crop becomes widely available in the UK supermarkets, but momentum is being built up even earlier with premium Jersey Royals starting harvest the end of March and English new potatoes coming on stream in April.
In fact, Marks & Spencer has welcomed its earliest-ever season of Maris Peers in the last week of March - albeit in small volumes - from Cornish growers Rowe Farming via supplier Manor Fresh. “We’ve had a mild start to the year that’s brought on the new potatoes early,” explains Rowe Farming’s Mark Rowe. “February was very cold at times and made us quite nervous and now it’s cold again, it’s a bit worrying, but it all seems to be balancing out and we should have full availability by the end of April.”
The UK new potato season moves rapidly from Jersey to the Cornish coastline, then up into East Anglia.
“Retailers and caterers alike have their plans in place for the first field harvested Jersey Royals,” says QV Foods’ director Simon Martin. “Although Jersey is traditionally first, Cornish new potatoes are hot on their heels, and in many people’s opinion, taste better than the Jersey Royals. In many ways, the production of the earliest mainland new potatoes resembles viticulture, with south-facing slopes, fast-warming sandy soils and hand-tended cropping. By paying such attention to detail, we can push the boundaries of the season.”
Rowe Farming is excited about its first year of new potato variety Athlete, which has been traditionally used in the organic sector and therefore uses minimal chemicals. “The early season and new varieties will put British growers at an advantage against imports and most consumers would like to buy as much British produce as possible,” says Rowe. “It’s also a great time to have this kind of sporty name.”
But last year saw an oversupply on the market and a retail scene full of volume promotions and reduced prices. This year the industry has reduced plantings to avoid history repeating itself.
“Last year, the Jersey crop was plentiful, which lead to early deep-cut promotions,” says Martin. “This season the island has had a lack of rainfall with crops well behind last year. It’s still too early to tell but, unless they get some rain soon, the yields will be well down and supply will be compromised. The earliest mainland UK crops in Cornwall have been exposed to warm weather and then hard frosts, which has checked their growth.
“It’s fair to say that new potato sales always ebb and flow throughout the season, but they do clearly peak at the height of summer, when the crops are freshly harvested in the UK,” continues Martin. “This is down partially to availability, which in turn allows for promotional activity, but also summer eating habits.”
But some worry that the definition of a new potato is in danger of becoming lost. “By definition, true new potatoes should be freshly lifted, immature tubers, with loose skins that are easily scraped off between the fingers,” says Martin. “However, the term has come to mean a larger-sized salad potato. Because of this, the rather confusing new potatoes can be found on the shelves of most retailers year round, usually with set skins out of storage.
“Packers, retailers and caterers should all be looking to maximise the opportunities that UK new season potatoes bring. Consumers genuinely associate new potatoes with a new season and the start of summer, and that is a very powerful feelgood factor. Combine that with the celebration of Britishness in 2012, with the Jubilee and Olympics, and the category is in a great position.”
New varieties are set to make an impact this year, as well-established new potatoes go from strength to strength. From the Potato Council report ‘GB Potatoes: Market Intelligence 2011-12’ the top varieties by planted area in 2011 in hectares showed Maris Peer in fifth place with 5,424ha. This “second early”, along with Charlotte in 17th place with 1,786ha, is mainly marketed as a salad or new potato. The most popular “first early” varieties include Premiere with 1,494ha, Accord with 1,020ha and Maris Bard with 1,007ha.
“The start of the new season is a real opportunity to influence consumer eating habits as the weather gets warmer,” says Evans.
“Providing recipe inspiration that demonstrates potatoes can be part of quick, healthy and tasty meals plays a key role in maximising potato options. [Our] activity targets younger consumers, who are eating fewer potatoes than their parents, at a time when they are particularly receptive to new recipe ideas.” -
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