Opportunities for potatoes in food service
Exciting new research into the foodservice market, which identifies opportunities for the potato industry to increase competitiveness in this sector, has been published by the Potato Council.
Around 40 per cent of GB potato tonnage makes its way into out-of-home catering; a sector conservatively estimated to be worth over £43 million. In the profit – or commercial – sector, potatoes are estimated to be worth £2.51 billion and are served with 45% of meals.
Unveiled at British Potato 2009, the dedicated report, ’Behind the Menu; Potatoes in Foodservice’, contains research, market insights, and opportunities on which the potato industry can capitalise.
The report focuses on pubs, quick service restaurants and full service restaurants within the profit sector and highlights the opportunities presented to growers, processors and packers dealing with customers at both ends of the scale in this lucrative market.
Caroline Evans, Potato Council head of marketing and corporate affairs, says: "When we first carried out research into the foodservice sector in 2005, we identified a number of potential opportunities, as well as key learnings, for potato producers and processors.
"Notably, the research revealed that almost 50% of consumers felt that the quality of potatoes and potato products served in pubs and restaurants could be improved. And among caterers it was apparent that there was a lack of knowledge about the varieties of potatoes available and how to cook them, as well as the best methods of storage.
"It’s encouraging to see that the market has clearly moved on and that operators’ knowledge of potatoes has increased considerably over the past five years. This has helped them focus more on specifying the type of potato and characteristics they require."
She added: "Prepared potato products including processed mash and frozen chips have also improved dramatically in the last few years which is good news for large scale operators who have struggled to get consistently good quality in the past. There is still a need for further improvements in quality and product development, however, with operators keen to see high standard potatoes in other formats. We would encourage processors to take this on board."
The importance of the role of potato suppliers in this sector is apparent from the report. For large catering operators, suppliers need to take on an advisory role, recommending products for the menu as well as delivering the right potato for the right job.
Suppliers to smaller businesses can add value by being proactive to help improve the operator’s offer, as this can have a significant impact on the quality of the food served in the restaurant.
The report also examines the different approaches needed for large and small scale operators in the foodservice market.
It highlights the fact that larger operators need potato solutions that work with limited kitchen sizes and equipment, as well as a lack of basic cooking skills among kitchen staff. In addition, the need for consistency across all outlets in the group means that pre-prepared products which simply need to be heated through are in great demand.
Small scale operators, on the other hand, are free to source locally and to change menus and dishes within days rather than months. These are great sources of competitive advantage and suppliers need to offer expertise and knowledge to help them deliver the right product.
Some respondents noted they are seeing more customers ask for no potatoes with their meal and they believe this is mainly to do with health perceptions.
Caroline said: "The Potato Council has been working hard to communicate the health benefits of potatoes to consumers and ensure the public know they are packed with energy, vitamins, minerals and fibre as well as being naturally fat free. As such they should play an important role in today’s diets and this is something the industry should promote.
"The fact that people would like to see a greater choice of potato formats on menus is a great opportunity for industry. And it’s also very encouraging that consumers agree that there has been a definite improvement in the quality of potatoes served in restaurants".
