Potato promotion pays back with every meal

The Potato Council's work promoting the sector brings measurable returns on investment, its latest cost-benefit exercise has shown.

Director Dr Rob Clayton said the council's marketing aimed to protect potatoes' share of household food consumption. "If our activity protects one meal with potatoes every fortnight, the total value is £3.17m from an investment of £250,000."

The latest promotional endeavour is an app for the iPhone called Quick & Tasty, which provides hundreds of potato recipes, both familiar and new, that shoppers can prepare within 30 minutes.

It was unveiled at the Potato Council's biennial British Potato 2011 show in Harrogate last month, which claimed a "record turnout" of more than 6,000 visitors over the two days.

Meanwhile, potato levy payers' approval is being sought for a three per cent increase in payments for 2012-13 to fund the Potato Council's work. Levies for the other Agriculture & Horticulture Development Board sector bodies are expected to remain unchanged.

The Potato Council is also looking for a further 10 growers and packers to serve as "potato ambassadors" on TV and radio and in the press, speaking to schools or helping at community events. Call Maria Ball on 02476 478773.


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