When it comes to health, potatoes have a pretty impressive CV. Yet research continues to show that consumers have a lack of awareness about the essential nutrients they provide and their important role in today’s diets.
That’s why, as part of its ’Love Potatoes’ campaign which aims to regain market share from rival carbohydrates such as rice and pasta, Potato Council is pushing for potatoes to be known as a ’supercarb’; a carbohydrate with all the benefits of a vegetable. With growers, nutritionists and chefs on board, the national awareness programme is being rolled out today.
Kent-based farmer Matt Spanton is helping to lead the campaign to boost consumption, particularly among young people. He said: "The potato’s rich carbohydrate content often overshadows its vegetable status. Potatoes are undoubtedly a ’supercarb’; they are packed full of energy, vitamins and minerals and fibre as well as being naturally fat free. The term ’supercarb’ more accurately describes what we know is the nation’s favourite vegetable and highlights just how much goodness potatoes contain."
Cook and TV presenter Gizzi Erskine is also adding weight to the nationwide 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. Not only are they packed full of nutrients but they are so easy to cook with too."
The ’easy’ and ’quick’ messages alongside ’health’ are core to the Love Potatoes autumn marketing strategy as this is where potatoes need to defend their position from other carbohydrates. Consumers, particularly the younger generation, are increasingly opting for rice and pasta and the industry needs to fight back to protect the long-term future for potatoes.
Speaking about the ’supercarb’ strategy at its launch in London, Helen Moulton, Potato Council marketing executive said: "The campaign was devised on the back of research which found consumers to be lacking in knowledge about the vitamins, minerals and nutritional content to be gained from potatoes. What’s more, while they understand the importance of vegetables in today’s diets, they do not give the same credence to carbohydrates. Through this activity we’re aiming to make consumers more aware of the benefits of potatoes and encourage them to eat them more often."
Consultant nutritionist, Fiona Hunter, who is also backing the campaign, said: "Potatoes are a great source of starchy carbohydrates and nutrition experts agree that most of us should eat more of them."
