Covid-19 has driven dramatic revival in potato sales, with Branston’s James Truscott confident category can continue to prosper in longer term. The managing director of one of Britain’s leading potato suppliers has tipped the sales boost for potatoes to outlast coronavirus lockdown measures thanks to what he hopes are lasting changes to people’s cooking habits, according to a report by Fred Searle for Fruitnet.
“The behavioural changes we have seen might stick beyond lockdown,” said Truscott. “There’s been a generation or two that has grown up not learning many cooking skills, but in the last six months they have learnt. That skillset will hopefully stay and have a long-term beneficial impact for us. I think it’s reasonable to expect that some of that will remain.”
Branson’s prepared products – which include microwaveable baby potatoes, parmentier potatoes and roast potatoes – haven’t enjoyed the sales surge seen in fresh product, but Truscott said they also “haven’t seen too much of a hit” compared to other prepared categories.
From a production perspective, the potato sector has had a torrid time of late, with the past two flood-hit seasons bringing two of the worst crops for 40 years.
Source: Fruitnet. Read the full report here
Photo: James Truscott is optimistic about the potato sector’s future | Fruitnet