The strategy aims to educate consumers about the taste and texture of different varieties of potato with simple signposting developed from research conducted over the past year. This is intended to drive up the value of the industry by encouraging consumers to shop for specific varieties.
The work will involve the entire supply chain, and the Potato Council will conduct research into how agronomy impacts on the different taste and texture characteristics of varieties.
"It's a long-term project and we are not expecting the industry to change overnight. We are looking at research delivery in three years," said head of communications Sharon Hall.
"The initial step is to get out there and talk to the industry. We need to assess knowledge gaps and look at market failure. There are new opportunities to understand how we can deliver taste and texture consistently over different seasons," she added.
The council has developed three categories of potato - fluffy, smooth and salad - with coloured logos attached to each along with information about taste, texture and recommended uses.
Potato Week on 1-7 October will launch a consumer campaign and a marketing pack is available for growers selling direct to the public.