British-Irish potato promotion drive gains EU backing

The EU has announced it will co-fund a £3.6m joint information and promotion campaign to support British and Irish potatoes.

Image: Jamonation
Image: Jamonation
The three-year Potato Potential programme will inform and educate consumers through the media, MPs and bloggers. Highly targeted activities will demonstrate that potatoes are nutritious, convenient and versatile and can be used in innovative ways suitable for a busy, modern lifestyle.

Potato Council director Rob Clayton said: "We are looking forward to working with Bord Bia [the Irish Food Board] on this programme to deliver valuable home market opportunities and provide the industry with the support to grow."

Bord Bia horticulture manager Mike Neary said: "The potato market and consumers in both countries are broadly similar and the Irish Food Board and Potato Council face a common challenge to increase potato consumption within both populations."

Ireland's minister for agriculture, food and the marine, Simon Coveney TD, added: "A fund of over €60m is available annually under the EU promotion regulation to promote agricultural produce, and I would encourage industry to sponsor further joint promotion proposals."

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