The UK is bracing itself for its first ever Potato Week.

Organised by Potato Council, the event aims to build on last year’s Potato Day. It will run from 1-7 October and the council is hoping that the whole supply chain from field to fork will get involved.

Potato Day on 14 October last year was a great success nationwide and launched a three-year marketing campaign The Many Faces of Potatoes that covers the UK, France and Belgium and is supported by EU investment.

Caroline Evans, head of marketing and corporate affairs for Potato Council, said: “Potato Week is an opportunity to raise the profile of our fantastic crop. To demonstrate to families and younger consumers in particular - as they are eating fewer potatoes than their parents - that they are a healthy, tasty and versatile option for mealtimes.

“We know that people ultimately love potatoes, but we have an awareness job to do to continue to build demand and consumption. Potato Week is a perfect platform to do so and dispel some of the myths at the same time; proving that potatoes are naturally healthy and nutritious, and there are hundreds of potato-meals that can be ready in less than 30 minutes.

“We will be making a lot of noise about Potato Week. We have a PR campaign planned to get the nation talking about potatoes as well as giving consumers recipe inspiration and encouraging them to share ideas. We hope that the industry also joins in with celebrations and their own activity - after all, it is aimed at boosting sales for the entire supply chain.”

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