Companies expand their fresh processed options to better answer to the needs of modern consumers
Belgium exported almost 500,000 tonnes of potatoes to the UK last year, mostly in frozen formats. As Europe’s top potato exporter, Belgium now supplies over half of all the UK’s imported processed potatoes, worth €820mn in 2024 alone.
Potatoes are a cornerstone of Belgium’s culinary identity, and their exports have become a staple of British dinner tables. The UK consumes more than 100kg of potatoes and potato products per person per year. Local farms cannot keep up with demand, creating a need for high-quality imports.
“British consumers appreciate the taste and texture of our processed potatoes, while our UK partners value our consistency, traceability and strong sustainability credentials,” said Katrien De Nul, promotion manager potatoes at the Flanders Agricultural Marketing Board (Vlam).
Sustainability is certainly a key factor that underpins Belgium’s potato production and processing. “Our potato growers combine generations of know-how with forward-looking innovation focused on sustainability,” De Nul continued.
“We’re implementing techniques to reduce our environmental impact like efficient water management or smart digital tools like WatchITgrow to monitor crop performance. Furthermore, Belgium’s proximity just across the Channel helps reduce carbon emissions associated with long-distance transport, further supporting sustainability efforts.”
According to De Nul, Belgian companies have also adapted their offer to modern consumer habits. They have developed new formats that suit the way people cook and eat nowadays – from frozen, ready-to-cook options to a wide range of fresh processed potatoes, like mashed potato products, duchess, potato waffle, hash brown, wedges, slices, cubes, etc.
“During the cost-of-living crisis, sales of air fryers surged because of their energy-saving efficiency. Today they’re part of everyday life for the majority of UK households and are more popular than conventional ovens. This has opened up new opportunities for Belgian potatoes,” she said.
“Belgian processors have expanded their fresh processed options to better answer to the needs of modern consumers, who demand convenient and healthy products. Hash browns, wedges, potato slices, … these products offer a quick and easy meal that, when combined with fresh vegetables, is also healthy.”
