AHDB successfully bids for EU funding to help promote potatoes in GB
As part of AHDB Potatoes' on-going commitment to reinvigorating the potato sector, Dr Rob Clayton, AHDB's Director, welcomed the EU Commission’s decision to approve 50% EU co-funding for an approximate £3.6m joint-venture information and promotion campaign to support potatoes in the British and Irish markets.
Dr Clayton said of the decision “I am delighted to see the EU recognition and financial support for an industry programme to raise awareness among consumers of the versatility and nutritional value of the potato. We are looking forward to working with Bord Bia on this programme and hope it can deliver valuable home market opportunities and provide the industry with the support to grow”.
The three-year programme will inform and educate consumers, through key opinion influencers, together with highly targeted activities demonstrating that potatoes are nutritious, convenient and versatile and can be used in innovative ways suitable for a busy, modern lifestyle.The campaign which is aimed at females aged 22-44 with a key focus on 25-34 year olds aims to:
- To increase frequency of purchae
- To re-engage consumers emotionally
- To inform consumers of the great taste and versatility
- To increase perception that potatoes are convenient
- To build awareness of the added health and nutritional benefits of potatoes in comparison to competitor carbohydrates
Nick White, head of marketing and corporate affairs for AHDB Potatoes, commented “This extra funding from the EU gives us the opportunity to increase our marketing activity in promoting the healthy and nutritious values of potatoes. We want to make sure that consumers see them as relevant and desirable. They are fat free, salt free and low in sugar, have fewer calories than pasta and rice and are incredibly versatile – the extra funding will give us a boost and help to ensure that consumers are getting the message loud and clear”.
Bord Bia (the Irish Food Board) is delighted to be partnering with AHDB Potatoes in successfully securing EU funds to promote potatoes in both markets over the next three years. The potato market and consumers in both countries are broadly similar, and the Irish Food Board and AHDB face a common challenge to increase potato consumption within both populations.
Watch this space for news of upcoming activities and assets!