Local consumer research has shown that those who are decreasing their consumption of potatoes are concerned about health and weight loss. Those who have increased their potato consumption are interested in budget-friendly and healthy meals and are young families or young adults with no kids. So says Western Australia’s Marketing Manager, Georgia Thomas.
“Additionally, the global pandemic has increased consumers desire to understand the food supply chain and support local farmers,” Georgia says. “However, due to economic uncertainty in many sectors, consumers are also concerned about spending and are looking for ways to save money.”
Drawing on these consumer trends, the theme of the Autumn-Winter campaign for WA Potatoes is “back to basics”. The direction will see a selection of simple, healthy recipes being developed for the WA Potatoes Magazine (print and online), website and social media – on Twitter at @fresh_georgia.
“We have seen that consumers favour potatoes as a budget-friendly, healthy food, and a popular choice when lockdown or COVID restrictions are in place,” said Georgia.
“To make life easier for our consumers, we have decided to create some super simple recipes for a range of tastes. Our recipes generally include options to make them gluten free, dairy free or vegan too so everyone can find something they like”
The campaign will commence at the same time as the organisation launches its latest Seed for Schools program, where an educational pack and potato seeds are sent to over 400 schools, reaching over 20,000 children plus parents and teachers.
“Seed for Schools is one of our most popular programs with growers, teachers and families. We love seeing the kids get their hands dirty and learn about potatoes and farming in general,” says Georgia.
Georgia Thomas has also put out a call to welcome all potato marketers around the world to connect and share ideas and information in an online forum. Please email Georgia at [email protected] to find out more, or reach her on Twitter – @fresh_georgia.
Source: WA Potatoes
Cover photo: Children enjoying tending to their potato crop at a school in Perth in 2019