Consumers, Europe, UK, Ireland, Events, Promotion/Marketing, Retail, Studies/Reports, Trends

Promotional success story: Potatoes are bought once every second in Irish retailers

Image result for Potatoes, More than a Bit on the SideSpeaking at the National Potato Conference 2018 in Dublin today, Lorcan Bourke, Fresh Produce and Potato Sector Manager of Bord Bia said that a €1 million EU-funded promotional campaign, managed by Bord Bia, had significantly helped to promote the sector in recent years. The figures show potato sales are at their highest level in the last 10 years, with €195m worth of potatoes sold last year, and a 20% increase in potato sales volume since 2013. Research shows potatoes are bought once every second in Irish retailers. “We are aware that more potatoes have been sold as a direct result of the ‘Potatoes, More than a Bit on the Side’ campaign. Since 2014/2015, there has been a significant increase in the volume of potatoes bought by households, following a full decade of declining consumption.” 

Kantar research indicates that the joint Irish and UK Potato Promotion Campaign running since 2015 to tackle a fall in potato consumption has been a success. 208k tonnes of potatoes were sold in 2017 and 1.67m households purchase potatoes annually. This year marks the third and final year of the campaign, however the potato industry has already discussed the possibility of a follow-on campaign given the positive consumer response to date.

(Source: IFA)

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