Potato Council invites growers to help with its autumn campaign targeting young people

Potato Council is calling on growers to help it with its autumn campaign to get more young people eating potatoes.

The sector body is hoping to change the mealtime habits of younger consumers (singles and pre-families) and re-acquaint them with potatoes through a campaign that will see a regional tour and online activity on popular sites like Twitter.

Potato Council marketing executive Helen Moulton said: "We're focusing on this particular audience as we know they are one of the lowest consumers of potatoes — they eat fewer potatoes than their parents and all too often will opt for rice and pasta during the week.

"This group is driven by convenience and indulgence and enjoys a range of more cosmopolitan meals, so in order to make potatoes more appealing we must position them as a fast, naturally healthy and contemporary meal choice. To do so, we will be using a combination of traditional PR tactics and online marketing, as well as staging events that will really capture its imagination."

The campaign's activities include getting celebrity chefs to cook up potato recipes that suit younger lifestyles and the publication of a recipe book of these new dishes.

Moulton said the opportunities for industry to lend its support are far and wide, and that its help is crucial to the campaign's success.

"By working together to educate the younger generation on the positives of potatoes will not only benefit the industry now but also increase potato consumption for years to come."

Growers interested in helping out with in the campaign should contact Helen Moulton on 0247 647 8776, email hmoulton@potato.org.uk, or visit www.potato.org.uk.

 

Subscribe to Horticulture Week for more news, more in-depth features and more technical and market info.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Read These Next

What should growers make of the Government's migration report?

What should growers make of the Government's migration report?

By holding out the "possibility" of a seasonal agricultural workers scheme (SAWS), the Migration Advisory Committee's (MAC) long-awaited final report, published this week, makes an exception for fresh produce amid its wider call for a shift away from low-skill immigration.

Tractors: market roundup

Tractors: market roundup

Manufacturers are working to provide solutions to many challenges. Sally Drury looks at their newest models.

What does the Agriculture Bill mean for growers?

What does the Agriculture Bill mean for growers?

The publication of the Agriculture Bill this week formally kick-starts the Government's plans to implement a "green Brexit" for farming, the area of the economy most impacted by the UK's withdrawal from the EU from next March.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +

Horticulture Week Top UK FRUIT PRODUCERS

See our exclusive RANKING of UK Fruit Producers by annual turnover plus the FULL REPORT AND ANALYSIS.

Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Professor Geoffrey Dixon

GreenGene International chair Geoff Dixon on the business of fresh produce production
 

Read Professor Geoffrey Dixon