Northern Irish Potato growers and packers have revealed that they are aiming to maximise the business potential of EU Protected Geographical Indication (PGI) status for the New Season Comber Early potato variety.
Eight growers and two packing businesses have formed a new marketing organisation which is developing a major promotional campaign in Ireland and the UK for New Comber Earlies, among the first potatoes to be harvested in Ireland every year.
The variety gained PGI status last year and is one of only three Northern Irish foods to achieve this EU recognition, along with Lough Neagh Eels and Armagh Bramley Apples.
At the core of the marketing drive will be Ireland’s first-ever Potato Festival, scheduled to be held annually at the end of Juneand centred on Comber town square.
The marketing organisation is developing the campaign to showcase the unique characteristics of the Comber Early to foodservice businesses, retailers and consumers, while other promotional activities include roadshows and competitions.
Richard Orr, a director of William Orr and Sons in Downpatrick in county Down, a leading potato grower and packer, explained: 'We’re pulling together an extensive programme of activities designed to educate, promote and market the Comber Early to both existing and potential customers especially chefs across Northern Ireland as well as consumers.
'We’re working with councils, including Ards Council, and reaching out to involve schools and colleges as part of the campaign to build on the European PGI status,' he added. 'The unique Potato Festival that is being planned will highlight the history of the potato and the culinary opportunity it presents.
Around 2,000 tonnes of Comber Earlies are harvested annually from upwards of 200 acres in north Down in the May-July season.
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