British Potato Council chief executive Helen Priestley told delegates at the Seed Industry Conference last week that decisions made by the seed potato industry today must be influenced by what children will be buying as adults.

She stated: 'The seed industry must leapfrog the potato supply chain to analyse and understand consumer needs if it wants to give their immediate customers, ware growers, a fighting chance of being ahead of the game. The huge growth in convenience foods and households of two or less people and the dramatic rise of buying over the internet are very good indicators of the challenges ahead.' Priestley urged the seed supply chain to tackle these with vigour to keep consumers in the habit of buying potatoes. Referring to BPC research she said changes in technology, along with more cash rich, time poor people and redefined gender roles, will continue to make convenience a key driver. This has already resulted in a massive increase in convenient products like chilled ready meals.

'This will intensify the requirement for consistency of product in terms of storing and cooking quality,' she stated. 'The focus on processing variety characteristics will be a priority while in terms of fresh sales, the increased use of more convenient potato types like salads and bakers is a useful barometer. Here, we can not rely on looks alone, as taste and texture will be just as important.'

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