Belgium’s first potato brand on the way : Princesse Amandine

Soon, the first potato brand will be on Belgian shelves. In France, the Princesse Amandine brand has been known for five years, and has clearly become a success. Since the start in 2009, the Princesse Amandine brand has seen an average increase of 15%. Sales of potatoes under this brand increased from 25,000 to 34,500 tonnes between 2009 and 2014, says strategist Damien de Koninck, who will introduce the brand in Belgium and Germany this year as well.

Objectives
"There are two objectives for Belgium. The first is that an export of 10,000 tonnes to Belgium will be realized within three years. Within five years, we want to reach an export of 20,000 tonnes, and a place in the top five of sales." He says that the Belgian market has been studied to find out if people were ready for it. "For the Belgian market, we also designed a special new packaging, which will be unveiled within a few months. The Princesse Amandine brand positions itself in the higher middle segment, with a fair price and a good profit margin. There are also higher revenues and volumes thanks to various promotions, which causes the profitability to become very interesting. The brand is also supported by an ambassador: Ghislaine Arabian, a female two-star chef from Belgium."

According to Damien, the concept is unique because this will be the first potato brand on Belgian shelves. "It will be a nice challenge to convince the market, just like in France back in the day. In addition to Belgium, we will also go to Germany with Princesse Amandine." The potato is a cross between the Charlotte and Marianna varieties, and has an oblong and regular shape, and a fine skin. The production of Princesse Amandine is 100% of French origin: the storage potatoes are produced in North Picardy, Champagne, Beaune and the Saône Valley (sales from August until May). The early potatoes in Brittany, in the Camargue and Provence (sales from June until July). The existing partnership between growers, technicians and packagers guarantees full traceability of Princesse Amandine, from field to fork."

In Belgium, the potato brand will be sold by Pom'Alliance and Pomuni.

The Belgian website for Princesse Amandine: www.princesse-amandine.be/nl

For more information:
Damien De Koninck
damien.dekoninck@stratecom.be