The humble potato needs an image change
The recent confirmation that Kenya has accredited a number of British seed potato varieties is good news for a sector that has had no end of problems and challenges to deal with over the past number of years.
But by far the biggest challenge confronting the industry is the continuing poor image which potatoes ‘enjoy’ in the minds of many consumers. This is a state-of-affairs that is totally unjustified.
The potato remains one of the most natural foods that we can eat. If consumed with its jacket on it represents one of the most valuable sources of nutritional fibre. Potatoes also contain more Vitamin C than oranges.
So much for the background: By way of contrast, it’s worth considering developments that have taken place within the dairy sector over the past number of years.
Back 30 years ago, butter was considered to be one of the worst possible foods that we could include in our diet. It was full of fat and cholesterol.
However, revisionist thinking, brought to bear over the past two years, has changed all of that.
Such was the consumer response to these developments that demand for butter spiked 18 months ago, leading to the uplift in milk prices enjoyed by every UK dairy farmer throughout 2017.
Meanwhile, potatoes continue to suffer from an image that does this unique food source no favours at all.
To say that potatoes need an image makeover is an understatement of some magnitude.
The good news is that a lot of the groundwork on this issue has already been done. Many packers have done a lot to make fresh potatoes more versatile when it comes to preparing them for the table.
But, in truth, real money must be spent in educating shoppers about the true value of potatoes in our diet. And government must have a role in making this happen