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Potato campaign boosts consumption

Consumption figures for fresh potatoes have shown an increase of 2.2 per cent following the success of AHDB’s ‘Potatoes: More than a Bit on the Side’ campaign.

Launched in July 2015 in conjunction with Bord Bia, the campaign aimed to re-engage younger consumers with the potato and demonstrate its health and nutritional values as a food which fits into today’s busy lifestyles.


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Campaign encouraging more people to eat potatoes and reverse long-term declines Campaign encouraging more people to eat potatoes and reverse long-term declines
Potato area down more than four per cent Potato area down more than four per cent
Potato production hits lowest level since 2012 Potato production hits lowest level since 2012

Results of the campaign showed consumer attitudes towards health messages associated with potatoes have increased from the pre-campaign tracking base, with 82 per cent of consumers agreeing that ’potatoes are healthy’, from a base of 68 per cent, and three-quarters agreeing that they are an essential part of any diet.

Versatility is still seen as a key benefit for potatoes, with 92 per cent agreeing that they are a versatile product.

During the last 12 months of the campaign, the website www.lovepotatoes.co.uk received two million visits as a result.

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