UK: New classification system for potatoes
The Week heralds the start of a new initiative that aims to help consumers shop for potatoes far more intuitively; choosing varieties based on taste, texture and how they perform rather than price or appearance. Long-term this can give customers a clear reason to buy more expensive products.
A new classification system rolls out to consumers from 1 October to enable them to pick the right potato for their dishes; whether it’s a ‘fluffy’ roast, ‘smooth’ mash or super ‘salad’. This is being done via the biggest ever independent sampling campaign, nationwide advertising, the distribution of half a million recipe leaflets and a strong online presence.
Potato Council head of marketing and corporate affairs, Caroline Evans, said: “Potato Week is an opportunity for the whole industry to reach out to shoppers and help them enjoy potatoes more, by focusing on the cooking results they want to achieve. Currently many of our customers choose potatoes by size – small, medium or large – and take a commodity view. In the current climate every penny counts, so we need to demonstrate a clear reason to buy named varieties and stop the current trend of trading down into economy lines.
“This new strategy is a long-term approach and it will take time to build understanding amongst shoppers. It also needs the industry to work together to deliver a more consistent product While we are starting work with the shopper, other divisions of Potato Council are beginning to look at how this translates into helping growers do so profitably.”