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National Potato Awards: Chippy Chat and Isle of Ely Produce win Marketing Award

Chippy Chat and Isle of Ely Produce, both based in Ely Cambs in the UK, won big at the recent National Potato Awards 2021, presented at a celebratory dinner on the first night of the British Potato 2021 event. They won the Marketing Award for work linking fish and chip shop owners and with growers in the UK, and was collected by Austen Dack, Publishing Editor of Chippy Chat, and Oliver Boutwood, Isle of Ely Produce Director.

Isle of Ely Produce in Ely Cambridgeshire supply potatoes to multiple outlets including markets, restaurants and takeaways through wholesalers and merchants. One of their main marketplaces is the fish and chip sector where they place over 2 million bags of potatoes annually. They are situated in the rich Fenland soil area and market some of the biggest chipping potato farmers in the UK. 

They set up a platform linking the whole supply chain. Teaching the chip shop owners best practice and giving farmers an idea of what it takes to run a fish and chip shop. The campaign is called ‘From Field to Frier‘. From there Isle of Ely (led by John and Oliver Boutwood) invested into sponsorship of the National Fish and Chip Awards. Never before had there been a National Fish and Chip Award levelled at chipping potato knowledge. Winners had to show care in storage conditions, variety choice, seasons, stacking and of course frying the ultimate chip.

They then purchased a fish and chip publication Chippy Chat which was to be published by Austen Dack. This again would give potatoes (merchants, farmers, seed producers etc) a massive voice at the sharp end. Recent features include promotion of a new variety with 12 of the best shops across the UK (on behalf of Agrico). Further work includes projects with Meijer Solana and HZPC.

Claire Boutwood (Isle of Ely Produce Director), John Boutwood
(Isle of Ely Produce MD), Pete Legge (Legge Farms),
Austen Dack (Chippy Chat Publishing Editor), Oliver Boutwood
(Isle of Ely Produce Director)

As part of the Field to Frier platform, the firm also has an annual open day. It gives the farming industry a chance to meet over 100 chip shop owners, and indeed welcome them to see their fields, sheds and equipment. Showing them the investment needed just to get a crop into their shops is an important part of this. The host farmer also presents on the day at Isle of Ely’s farm via a £6,000 AV stage set.

To this event they also attract seed houses, farmers, suppliers to chip shops and more. Chippy Chat allows Isle of Ely Produce to educate a whole sector with ongoing issues such as climate change, suppressants, prices and more. It has created a whole new marketing platform between farmers, growers and shop owners.

They also launched the annual Great Ely Potato Race where farmers and local businesses join up for the world’s only potato carrying street race!

Isle of Ely Director Oliver Boutwood said: “We are proud of our work across the industry and will continue to promote best practice and develop this platform further. To win a National Potato Award in front of our industry is very satisfying.”

Guests on the Isle of Ely Produce table who helped celebrate on the evening included Sarah Lee (Al Lee Farming company) Richard Lee (PJ Lee &  Sons), & Caroline Murphy (Wetherby Whaler). 

Source: Chippy Chat | Isle of Ely Produce
Cover photo: (left to right) Oliver Boutwood Isle of Ely Produce Director, comedian Rod Woodward, Austen Dack Chippy Chat Publishing Editor

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