Although it is too early from an industry point of view to make any assumptions, Somerfield category buyer Pat Lees believes that the early season main crop appears to be on time. She says: “The recent spell of weather has assisted farmers irrigating for scab control but we now need some warmer temperatures particularly during the night, to encourage some growth.”
The supermarket sources potatoes from Bartlett’s. Lee explains: “Not only do we source from the company’s Scottish base, but also from satellite packing units in Cornwall and Cambridgeshire.”
The supplier has also invested in a packing facility which Lees believes sets new standards in efficiency and environmental management. “It also provides an excellent environment for their employees. Bartlett’s has a very lean management structure and are able to respond very quickly to new requirements. As Bartlett’s are supplied on main crop by a dedicated grower base, our technical managers can monitor product in cold store from harvest through to the following July.”
Changing consumer trends and tastes are having a big impact on the business. Lees says: “Research has revealed that volumes sold through retail outlets have declined in tonnage by between four and five per cent, while values for the same period have risen between six and seven per cent. This is partly attributable to category inflation but also due to a consumer switch into higher value products such as baby potatoes.”
Lee says that the market for bigger bags of potatoes will continue to diminish. “The baby potatoes are sold in pack sizes of 500g and 1kg, so as more customers purchase these pack sizes as opposed to the conventional 2.5kg bag, it is likely we will see a reduction in overall tonnage purchased but an increase in packs purchased.”
The store is continuing to offer promotions to its customers, although it has been a difficult time for potatoes due to the continued ascent of the Atkins Diet. Lee says: “There is too much doom and gloom concerning falling consumption caused by low-carb diets and the switch to convenience eating. We need to remember we have a flexible, high quality, natural, good-value product and need to drive sales using the attributes of the potato within a balanced diet.
“We also have at least two promotions each week on potatoes, we like to offer a baby new type product and a main-crop. It is important to gear the promotions not only to seasons, but also to satisfy our customer expectations in offer and price.”
Somerfield continues to look at ways of growing the category. “Potatoes are a basic part of everyday diet, and both value and quality are paramount. However, there is a case for adding value to the whole supply chain. In the past season we have launched two new lines, Rooster and Mini-Microwave potatoes.
“Rooster is the most popular variety in Ireland. It is a traditional type potato that provides all the taste benefits of varieties such as Kerr’s Pink and Golden Wonder, without the agronomic and culinary disadvantages associated with these varieties.”
Mini-Microwave has only been available in the supermarket’s stores for two months, but sales are way ahead of forecast. “Alongside bakers this is the only product which is sold by usage rather than variety,” says Lees.
The supermarket hopes to enhance growth in the category by some new marketing initiatives. Lee says: “We have a new product launch coming up shortly, I can’t say too much for now only that it will strengthen our regional offering and is a very dynamic concept.
“We will also be launching our new packaging range in stores later in the year, which is contemporary, distinctive and stylish. It will also outline the health benefits associated with the potato which can only help the future of the industry.”
No comments yet