Extensive airtime underpinned the British Potato Council's (BPC) maincrop consumer campaign as consumers voted for the recipes they wished to be cooked live on air.

BPC home economist Jennifer John, pictured left, cooked up a storm while pushing the healthy, nourishing and wholesome image of potatoes.

And the national press also got in on the act with special feature spreads in the Daily Mail, the Daily Express and the Sunday Mirror.

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