The potato industry officially launched its campaign for spuds to be renamed as ‘supercarbs’, in order to clarify their standing with UK consumers at British Potato 2009.
The product, which is classified as a starchy carbohydrate but is also technically a vegetable, has been found to confuse shoppers with its dual identity.
Consumer research carried out by the Potato Council shows that shoppers do not understand the difference between carbohydrates and vegetables. Nearly 80 per cent failed to recognise that a jacket potato has more vitamin C than a medium-sized apple or a portion of carrots, while one in three failed to realise that the fibre content in a jacket potato was more than that found in a medium orange, a portion of broccoli and a portion of cauliflower.
But the research found that consumers do understand the role of vegetables in a healthy diet, with 85 per cent acknowledging that they are an essential part of a balanced diet. And 90 per cent of people understand that starchy carbohydrates are important for proving energy.
Grower Matt Spanton is helping to lead the campaign. He said: “The potato’s rich carbohydrate contact often overshadows its vegetable status. Potatoes are undoubtedly a supercarb; they are packed full of energy, vitamins and minerals, fibre and, of course, are naturally fat free. We believe the term supercarb more accurately describes what we know is the nation’s favourite vegetable and highlights just how much goodness potatoes contain.”
TV presenter Gizzi Erskine is backing the campaign. She said: “I love potatoes. I think the term ‘supercarb’ really captures all the goodness in potatoes and would help consumers to have a better understanding of this fantastically versatile vegetable.”
The industry is calling for people to show their support for the campaign by visiting www.lovepotatoes.co.uk and signing the supercarb petition.
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