Taking advantage of the St Valentine's link, the BPC's Chip Week theme this year will be Love Chips. 'It is another way to raise the profile of chips and get people to eat more potatoes,' said the BPC's Kathryn Race. 'We will be reassuring people that they can eat chips without feeling guilty when a portion of oven chips actually contains less fat than a tuna mayonnaise sandwich.' The major multiples will also be in on the act with instant win promotions featuring on 2million bags of pre-packed potatoes in the fresh produce aisles. There will also be a regional roadshow and promotional efforts on frozen chips and with fish-and-chip shops.

Chips will also feature during daytime programmes on terrestrial and satellite television and on radio.

It is hoped the event will boost the potato profile and sales and consumption. 'In a recent survey, 44 per cent of people said they peel and cut potatoes to make chips from scratch,' reported Race. 'The week helps potato growers by maintaining a high profile for potatoes throughout the year, focusing resources on high profile, strategic campaigns and working together across the whole supply chain from grower to retailer.' More information is available from www.potato.org.uk/chipweek

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