Chef James Martin launches potato promotion

Potato Council has joined forces with popular chef James Martin once again to showcase the versatility and health benefits of potatoes, as part of its ‘Many Faces of Potatoes’ promotion.

The three year campaign, supported by EU co-finance, is now entering its final stages and will culminate with a national competition for consumers and a third burst of TV advertising in the summer.

Twelve regional finalists will then be selected to put their meals to the test by a panel of serious foodies, before one is crowned ‘Home Economist’ for the national TV advertisement shoot.

Potato Council marketing and PR executive, Stu Baker, said: "Recipe inspiration is crucial if we are to encourage families to include potatoes in their mealtimes more often."

"We know that the most common place for people to pick up recipes is online, which is why we continue to focus activity around our dedicated recipe sharing site."

"Our research also tells us that people are inspired by TV and the press, both of which also feature heavily in our promotional activity through advertisements and PR."

"The competition adds an exciting element and with James’ help we aim to raise national awareness for potatoes."

"While open to the general public, we’d also love to hear from the farming community. Recipes can range from country classics, to modern mid-week meals or tasty potato snacks. The only requirement is that the dish is ready from scratch in 30 minutes and can be enjoyed as part of a healthy balanced diet."