The fresh potato sector will receive a promotional boost in Britain and Ireland from an EU co-funded campaign.
The activity, which will begin on October 5, aims to increase fresh potato consumption particularly in 25-34 year old females by positioning produce as a convenient food which is healthy, tasty and versatile.
Advertising will run in women’s magazines including Now, Closer and Heat as well as digital platforms including MailOnline. It will be supported by social media and PR campaigns.
Nick White, head of marketing and corporate affairs for AHDB Potatoes, said: “We really need to challenge consumer perceptions of fresh potatoes, particularly among younger age groups, in order to combat declining sales and consumption."
AHDB Potatoes and Irish food board Bord Bia have called on the UK and Irish industries to promote potatoes during October to increase the campaign’s reach as much as possible.
"This integrated campaign will ensure we reach consumers at every opportunity; instilling positive shopping and eating habits that will benefit the industry both now and in the long-term," Mr White added.
Free promotional tools are available to help farmers and other industry members promote potatoes during the period.
Mr White added: "With four in 10 shoppers making the decision to purchase potatoes at the fixture, it is important we offer them the guidance and inspiration they are looking for.
"We are therefore urging packers and retailers to include more varietal and nutritional information on-pack as well as recipe imagery and even quick-cook recipe ideas in-store to coincide with our campaign."