Potato Council has chosen its newest ‘One Voice’ promotional message for the industry, its latest move to try and encourage fresh potato consumption.
‘Potatoes not just tasty… naturally salt free, fat free and low in sugar too’ will be rolled out across a range of free materials for the industry to use to promote the health and nutritional benefits of fresh potatoes.
The message was one of five shortlisted concepts put forward to an industry poll via the Potato Council website. The eye-catching design secured over a third of votes and now features on car stickers, A2 posters and larger farm field banners, available to order via this link.
Nick White, Potato Council head of marketing and corporate affairs, said: “Potatoes have had a tough time recently and we need to pull together to demonstrate that not only do they taste great, they have some impressive health credentials too.
“We had a fantastic response to our range of promotional ideas, as well as general marketing activity feedback. The natural goodness of potatoes is seen as a particularly strong and impactful message, which we hope everyone in the supply chain – from farmers to retailers – will adopt and put on prominent display so consumers recognise the benefit of potatoes; they’re a great, healthy, nutritious food.”
The ‘One Voice’ campaign from Potato Council aims to encourage unity across the sector to ensure that potatoes are seen as a good all-round family food.
White said: “If the whole industry buys into and helps spread our messages, the louder they are heard and the bigger the impact. This is what we need to make sure that fresh potatoes remain a British staple against other rival carbohydrates.”
Potato Council’s ‘One Voice’ campaign was launched in November 2013. It is supported by a number of partner organisations, including the NFU, NFUS, Fresh Potato Suppliers’ Association and Potato Processors’ Association.
Potato Council is funded by potato growers, purchasers and processors, and is a division of the Agriculture and Horticulture Development Board.
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