Potato sales have recovered in past three years, thanks in part to industry marketing efforts, according to the AHDB.
Following declining price and sales in the UK potato market, AHDB launched ‘Bud the Spud’ three years ago and “More than a Bit on the Side” campaigns in a bid to improve its perception among the public.
Using social media, advertising and traditional media, 'Bud' was aimed at a younger audience in particular, in a bid to emotionally re-engage consumers with potatoes, through providing quick-and-easy meal inspiration to fit in with our ever-busier lifestyles.
According to AHDB, their campaigns have contributed to a better than expected sales rise with Kantar WorldPanel figures revealing that fresh potato volumes sold are higher than the level predicted.
In 2017, there was an increase in the volume of fresh potatoes sold in retail, and consumers, both within the target audience and the wider population, were buying potatoes more frequently than they were prior to the start of the campaign.
Findings from all bursts of post-campaign research have shown around 9 in 10 consumers are now considering cooking potatoes either on weekdays or weekends.
The news will be welcomed by potato growers who have endured a difficult start to the 2018 season, with planting delayed by several weeks due to one of Britain’s wettest springs on record.
But recent hot weather has helped planting with some 2018 crop harvested in Cheshire and the South. Reports suggest around three quarters of the crop is now planted after the soil dried.
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