Potato industry 'one voice' campaign to drive consumption

The potato industry has chosen its newest 'One Voice' promotional message, to help encourage fresh potato consumption.

The slogan 'Potatoes not just tasty…naturally salt free, fat free and low in sugar too’ will be rolled out across a range of free materials for the industry to use to promote the health and nutritional benefits of fresh potatoes.

The message was one of five shortlisted concepts put forward to an industry poll via the Potato Council website. The eye-catching design secured over a third of votes and now features on car stickers, A2 posters and larger farm field banners, available to order at www.potato.org.uk/onevoice

Nick White, Potato Council head of marketing and corporate affairs, said: "Potatoes have had a tough time recently and we need to pull together to demonstrate that not only do they taste great, they have some impressive health credentials too.

"We had a fantastic response to our range of promotional ideas, as well as general marketing activity feedback. The natural goodness of potatoes is seen as a particularly strong and impactful message, which we hope everyone in the supply chain – from farmers to retailers – will adopt and put on
prominent display so consumers recognise the benefit of potatoes; they’re a great, healthy, nutritious food."

The ‘One Voice’ campaign from Potato Council encourages unity across the sector to ensure that potatoes are seen as a good all-round family food.

White said: "If the whole industry buys into and helps spread our messages, the louder they are heard and the bigger the impact. This is what we need to make sure that fresh potatoes remain a British staple against other rival carbohydrates."

View all of the shortlisted design concepts and order the promotional material from Potato Council’s website www.potato.org.uk/onevoice

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