With this initiative, Ibérica de Patatas aims to add extra value to the Region of Madrid's agro-food supply.
Madrid's new potato has a short campaign, lasting for about a month; it will be available in supermarkets throughout the month of July.
"This variety offers the traditional flavour of fresh potatoes and it is perfect for any culinary use; furthermore, given the proximity between harvesting and marketing, its nutritional properties and flavour are kept intact," report sources from the company. It will be marketed washed and in 3 kilo formats.
The Region of Madrid annually grows about 2,000 tonnes of potatoes. The incorporation of Madrid's new potatoes to the shelves of mass distributors aims to boost consumption, which will, in turn, help maintain and expand the season.
In fact, as part of its commitment to local and seasonal products, Ibérica de Patatas has also been marketing Malaga's new potatoes for the past 5 years, with more than 700,000 kilos reaching the market this season.
Ibérica de Patatas sold around 129 million kilos of potatoes in 2013.