Growers and packers - Are you passionate about potatoes?

With research showing that consumers, particularly the younger generation, are eating fewer potatoes and increasingly opting for rice and pasta instead, it’s vital that the industry fights back to protect the long-term future for potatoes.

Caroline Evans, Potato Council head of marketing and corporate affairs, said: "We need to act NOW to get the message across that potatoes are healthy, filling, versatile, easy to prepare and above all great value for money! And we’re looking for growers and packers to help us do that!"

The Potato Council is looking to recruit a team of nine ’Potato Ambassadors’ from different regions around the country to get involved in marketing activity and help reinforce campaign messages.

Spearheading the search for the Ambassadors is Potato Council chairman, Allan Stevenson. As a grower himself, Allan is committed to the cause. He said: "With the younger generation increasingly looking for simple, cost-effective meal solutions, potatoes are losing out to rice and pasta, particularly when it comes to mid-week meals. So we have a job to do to convince consumers that potatoes are nutritious, tasty and above all, quick and easy to cook. We’ve got lots of exciting marketing campaigns planned to help us get the message across, but we the more support we can get, the better. And that’s why we’re asking for your help!"

Caroline added: "We know growers and packers are busy people, but we’re really not asking for too much of your time. We’d like to be able to call on you from time to time to speak to your local newspaper or radio station, for example. Or you could be asked to visit a local school to talk to children participating in our Grow Your Own Potatoes project. Alternatively we might invite you to join us at county shows or events taking place in your region as we travel the country to spread the word about the benefits of potatoes."

Kent based farmer Matt Spanton has been at the forefront of a number of Potato Council campaigns and he recently took on the starring role in the ’Me for a Day’ life swap documentary for ’Love Potatoes’. He said: "It was an enjoyable experience and really

worthwhile, as we spread the message to thousands of families." Matt has also appeared on shows such as BBC2’s Economy Gastronomy to boost awareness for potatoes. He added: "It doesn’t take much time or effort, so lend your support and help make a difference."

Potato Council board member and farmer Graham Nichols, from Tetbury in Gloucestershire, is an avid supporter of the Grow Your Own Potatoes project. He said: "This is a great project and one I’m delighted to be part of. The hands-on activity is the best way to filter information through to young children and it’s a fun learning experience. It’s particularly rewarding to see youngsters from schools in large towns and cities getting their hands mucky as they learn what’s involved in planting and growing their own potatoes. It is important that the industry gets on board to help change the way children – and their parents – think about potatoes. After all, it is our business we’re promoting!"

All nine Ambassadors will be media trained so that they are comfortable talking to the press and an ’official’ press picture will be taken on their farm. The team will also receive regular updates from Potato Council so that they know what their fellow Ambassadors are up to. Caroline said: "It really is a fantastic opportunity to raise your profile and that of your business, so please do get in touch to find out more."

To register your interest in becoming a Potato Ambassador or for more information, please call Ellie King on 024 7647 8775 or e-mail eking@potato.org.uk.