Potatoes are perceived as ‘traditional’ and ‘unexciting’, new research has indicated, as a new industry campaign aims to show the versatility of spuds.
A survey for the ‘Potatoes: More Than A Bit On The Side’ campaign revealed that 38 per cent of Brits stick to the same potato meals time and again. AHDB Potatoes’ head of marketing and corporate affairs, Nick White, said this is “fuelling perceptions that potatoes are a traditional and somewhat unexciting food.”
White said a key challenge is to get younger consumers to see potatoes as relevant, modern, quick and easy to cook, and the campaign aims to break them out of their comfort zone through recipe insipiration.
New potato-based meal ideas have been added to the Love Potatoes website, including Indian-inspired potato and chickpea masala and Jamaican haddock.
Further promotional tools have been made available as part of the One Voice initiative, including lorry livery, advertising and sticker artwork, as well as a promotional video of the potato character ‘Bud’.
“Making use of our recipe artwork and key messages on vehicles, retail packs as well as in-store posters, marketing materials and websites, will deliver a cohesive message,” said White. “And it is this that will penetrate and help consumers get excited about potatoes again.”
Meanwhile, the AHDB’s Next Generation group of young growers has visited IPL’s site in Westry, and discussed the priorities for the future health of the trade.
“Our industry would benefit from greater emphasis on shared risk, and increased trust and communication from seed to supermarket shelves,” the group said in a statement. “We need to continue to keep the consumer needs front of mind, and satisfy all parties within the supply chain in terms of profitability. And simultaneously utilise industry expertise and innovation effectively.”
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