UK: Seasonal new potatoes, fresh from Italy, hit supermarket shelves

Branston, one of the UK’s largest potato suppliers, will this week unveil their fresh new season crop of fluffy skinned potatoes exclusively supplied from a small grower in Italy across Tesco stores nationwide.

The seasonal new potatoes are imported into the country from the Puglia region where they are grown on a narrow 10-mile coastal strip, often no more than 300 metres wide. The growing area stretches northwest from the beach resort of Margarita de Savoia to neighbouring Zapponeta. Inland of this strip is a huge network of working saltpans and wetland nature reserve.

Stated Branston Sales and Marketing Director, James Truscott: ‘The Italian season plays a significant role in the all-round supply of fresh seasonal potatoes to the Tesco business. This year’s season is slightly earlier than previous years due to consistent weather providing near perfect growing conditions, which is evident in the quality of the potato itself.’

The specially selected variety Elvira is described as a ‘new’ offering that demonstrates a fresh fluffy skin finish, waxy texture and is complimented by a light nutty flavour.

The crop is grown by Giuseppe Distaso, whose family has been growing in the region for three generations and specialises in the variety. The cooler days of autumn provide ideal conditions for this limited seasonal crop of loose skinned new
potatoes. Even today they are harvested by hand to protect their delicate skin.
Added Tesco potato buyer, Emma Williams: ‘Our aim with the fresh potato offering is to showcase the very best in season throughout the year.

Alongside the main UK varieties, we are offering a taste of something different and unique all year round, which demonstrates our commitment to bringing the very best produce to the Tesco customer.’

Tesco Italian Elvira potatoes will be sold loose for £1.99 per KG and for the first time in a 750g pre pack format. The seasonal offering will run from October until early December. Visit www.branston.com to learn more.

For more information:
Jonathan Corbett
The Little Big Voice
Tel: +44 (0) 208 338 0188
Email: pressoffice@thelittlebigvoice.com

Publication date: Thu 30 Oct 2014