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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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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