The Potato Council is calling for growers, packers and retailers to help its drive to boost potato consumption among young consumers this autumn.
Following its summer campaign, the trade body will be looking to change the mealtime habits of younger consumers (pre-families) and re-acquaint them with potatoes.
The heart of the new campaign revolves around recipe ideas that suit younger lifestyles in the current economic climate.
Helen Moulton, Potato Council marketing executive, said: “We are focusing on this particular audience as we know they are one of the lowest consumers of potatoes - they eat fewer potatoes than their parents and all too often will opt for rice and pasta during the week.
“This group is driven by convenience and indulgence and enjoys a range of more cosmopolitan meals, so in order to make potatoes more appealing, we must position them as a fast, naturally healthy and contemporary meal choice.
“To do so, we will be using a combination of traditional PR tactics and online marketing, as well as staging events that will really capture their imagination.”
The autumn initiative is being kick-started with the recreation of potato dishes featured at a number of top restaurants, each with celebrity clientele.
Moulton said: “These recipes are really in vogue at the moment, but have been adapted to ensure they are easy to cook and serve at home as part of a mid-week meal. Alongside this activity will sit a more conventional recipe guide, which will demonstrate the versatility of potatoes and provide inspiration for the many different situations young people face.”
She added: “We aim to use both of these tools to essentially increase the meal repertoires of young consumers, from treats and cheats to classic feel-good foods. Eating in is the new eating out and potatoes can play a bigger role in all of their dining occasions.”
A high-profile event will be staged to generate maximum media interest and consumer awareness for potatoes, supported by a regional tour of shopping centres and places of interest to promote the new recipe ideas.
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