Consumers, Fresh/ Table, Health/Nutrition/Food Safety, Processing, fries, chips, Promotion/Marketing

Ireland: Potato grower Tom Keogh top marketer

Tom Keogh, MotY FinalistThe man who developed the strategy for Keogh’s potatoes and luxury crisps in a bid to reverse the decline in Ireland’s potato market has been named Marketer of the Year. Tom Keogh researched how Irish people consume potatoes and grew a premium strategy through ties with retailers and innovative PR with the ‘Keogh’s – Grown with Love in Ireland’ brand. Knowing that potatoes needed to be marketed to a new and younger consumer, ‘farmeter’ Tom Keogh led by putting his family’s agribusiness front of stage by launching world first innovations with Easy Cook in 2008 and the Selena selenium rich potato more recently. The Selena targets potato lovers in search of a healthier, more functional food. More

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