Shoppers are being encouraged to buy British new potatoes more often through a British Potato Council (BPC) national promotion for the early crop – a market worth around £30 million annually.

The BPC's 'Free Days Out With New Potatoes' promotion already has the full backing of 10 multiple retailers who will display over 10 million bags of new potatoes with the BPC's 'Free Days Out' labels.

Last year, redemptions of a similar promotion reached over one million.

'A new look bus is touring over 20 venues, sampling and promoting the local crop to consumers,' said the BPC's Kathryn Race, adding that when the bus was parked in a supermarket car park, the store manager reported a potato sales increase of 500kg.

Tesco, Safeway's, Sainsbury's, Waitrose, Marks & Spencer, Co-op, Morrisons, Somerfield, Bookers and Budgens are all selling BPC promotional bags.