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Belgian marketer: 'We must make potatoes sexier and more popular'

Potatoes have been becoming less popular for a while now. That is a shame, thinks Geoffrey Delbaere of the Belgian company, Warnez. “It is such a versatile, sustainable, healthy product. It should be considered a superfood. That is why it is important that we not let it fall by the wayside,” Geoffrey told FreshPlaza.

“We must make potatoes sexier and more popular. We [at Warnez] have therefore put a tremendous effort into convenience products in recent years. However, we want the core product – the potato – to remain.”

“The trend toward convenience is continuing unabated. We must adapt our products to that. …We have already introduced a puree pack. People can use this to easily make an exceptional potato puree. We have also introduced 100% parboiled potatoes (with or without herbs). These can be finished in a pan, the oven, or microwave. These products make it more convenient for consumers to eat potatoes,” Geoffrey told FreshPlaza.

Warnez Potatoes has not added only convenience products. They have also added another new product to their range – seed potatoes for the home grower. “We usually sell these seed potatoes to growers. But we now have small packets for home farmers.”

“Besides product innovations, we have been focusing on packaging in recent years too. This packaging is from our own Warnez brand. It can mostly be found at wholesalers. It will soon be manufactured from bioplastic,” Geoffrey said.

Read the full article and view pictures of Warnez’ products on FreshPlaza here
Photo: Charlotte Warnez and Geoffrey Delbaere at Fruit Logistica 2020. Courtesy FreshPlaza

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Lukie Pieterse, Editor and Publisher of Potato News Today

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