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Advocacy: Influencing the influencers

6 February 2018

Our plan to create a group of prominent potato advocates

Our aim is to help create a better understanding of the potato. Advocacy, which will form part of our work in this area, will allow AHDB, individual potato growers and supply chain businesses to promote positive messages on the nutrition and sustainability of potatoes to UK influencers.

Myth busting

Many of the myths surrounding potatoes are ingrained in the public’s psyche. Our plan is to engage with a range of influential people, or ‘advocates’, from various groups.

Advocates are people who have the power to affect the decisions of others because of their real (or perceived) authority, knowledge, position, or relationship. As such, their influence and impact is more likely to drive behaviour change, effect policy or reinforce existing pro-potato understanding.

Timing

Phase 1: Discover:

Interviewed stakeholders from across the potato industry, and stakeholders who don’t work within the potato industry but encounter potatoes or potato products in their day-to-day work.

Research completed on the nutritional benefits of the potato

October, November and December 2017

Phase 2: Distil

Finalise our messages and create the final lists of influencers.

Complete our plan for targeting these influencers.

Q1 2018

Phase 3: Deliver

Target influencers, deliver positive potato information with strong scientific evidence.

An increase in ‘good news’ in the media about potatoes both as original stories and in response to negative coverage.

2018

 

Who could be a potato advocate?

We will target a range of individuals, from different sections of society. Each will be selected with a view to influencing our targeted groups of consumers. They will include:

  • MPs, MSPs, AMs
  • Education and health professionals
  • Non-Governmental Organisations (NGOs) and Trade Associations
  • Journalists
  • Food bloggers and vloggers