Renewed Potato Profits?

“Potatoes are one of the most versatile products around, but they don’t get the respect they deserve because they are seen as unhealthy,” said Andrew Emsley, owner of Emsley’s Farm Shop in Leeds.

The Potato Council is pushing for the re-brand in an attempt to regain market share from rival carbohydrates, such as rice and pasta.

“The ‘Love Potatoes’ scheme was devised on the back of research that found consumers lacked knowledge about the vitamins, minerals and nutritional content to be gained from potatoes,” said Helen Moulton, marketing executive of The Potato Council.

“While people understand the importance of vegetables in today’s diets, they don’t give the same credence to carbohydrates,” said Mrs Moulton.

The UK’s ‘convenience culture’ is sited as a reason for stunting the growth.

“People think they don’t have the time to wash, peel and cook potatoes, so they don’t bother. Instead they go for convenience foods such as pasta or rice, which is a real shame,” said Mr Emsley.

“If the scheme manages to convince more people to buy fresh, locally produced potatoes, then it’s an excellent idea,” he added.

However, some retailers are surprised that the campaign is necessary.

“We have eight varieties of potatoes, all seasonal and locally grown. Customers love them and I haven’t noticed any reduction in demand at all,” said Simon Billingham, manager of Just Natural in Sheffield.

“In fact, since the price of imports shot up, spuds have been far outselling pasta and rice in our store. Customers see them as a more ‘value for money’ product,” he added.