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."
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