Marketing & Corporate Affairs

Caroline Evans, Head of Marketing and Corporate Affairs

e: caroline.evans@potato.ahdb.org.uk

t: 02476 478777

Potato Council marketing and corporate affairs focuses on sustaining long term demand for potatoes and leveraging the importance of the potato. Our work focuses on communicating with consumers, schools, the media, government, key influencers and working with supply chain. Potatoes are a healthy and sustainable product so we are working on the industry’s behalf to get that message across, as well as looking to inspire people to eat more potato meals through our recipe-led campaigns. Tools used include public relations, social media, recipe leaflets, websites, advertising and events. We have secured additional money to invest in promoting potatoes from the EU – receiving co-financing for the Many Faces of Potatoes campaign.

“Potatoes have all the core ingredients – healthy, tasty, sustainable and versatile. The challenge comes from the population eating an increasing diverse diet, featuring more of our competitors. We need to inspire consumers to eat more potatoes with delicious recipes and educate them about their health credentials. There is also a need to increase awareness of potatoes as a healthy and sustainable product to the government and the media –  there is a positive story for us to shout about and make sure potatoes get the recognition they deserve.“

Collaborate – across the supply chain

All marketing activities need industry support to maximise the impact of the activity. A strong message needs to be promoted by the whole industry. Getting involved in campaign and projects brings rewards; both at a business and industry-wide level. Our campaigns generate national, regional and local news. Without industry support this wouldn't be possible.

Find out how to get involved and about our ten potato growers who have been selected to become Potato Ambassadors.

Understand – provide consumer and market research

Consumer and market research enables us to help you make profitable business decisions and highlight potential marketing opportunities. Building up our knowledge of our younger consumers and the best ways to reach them means we can increase the impact of our marketing campaigns. Potato Council provides data on the market and commissions bespoke research for the industry.

The Retail Report is issued every four weeks

Promote – challenge rice and pasta

Young adults and families with young children eat the fewest meals with potatoes. Marketing activities focus on these groups to help increase volume. We need to inspire them to eat more potatoes and  make them an everyday choice.

We are working with France and Belgium, who face similar challenges with young consumers, on a joint campaign to promote fresh potatoes, co-financed by the EU. The campaign aims to highlight the versatility of potatoes through the wide variety of consumers that eat them and is entitled the Many Faces of Potatoes.

Find out how to get involved.

Educate – reach the next generation of consumers

Educating the next generation of consumer will help them to develop life-long eating habits. Potato Council has focused on getting young children interacting with potatoes and the Grow Your Own Potatoes project now takes place in over 50% of primary schools. Work is starting to pilot activity in secondary schools to reach children at more stages in their school careers.

Find out more about our work educating children and how to get involved.

Inform – opinion leaders to build reputation

Food security and obesity are high on the political agenda – potatoes have an important role to play. We need media and the Government to fully understand that we have a nutrient rich and sustainable product by presenting the evidence.