Europe, UK, Ireland, Processing, fries, chips, Promotion/Marketing

Belgians launch UK processed potato push

A substantial new two-year marketing campaign to promote Belgian processed potatoes is launching for the UK retail and foodservice sectors under initiative of VLAM, the Flanders’ Agricultural Marketing Board.

As Michael Barker reports for Fresh Produce Journal, the ‘Flourish and Grow’ Campaign will highlight the growth of the potato category and the opportunity for retail and foodservice to build their business with a good quality and innovative frozen, chilled and fresh potato category offer. Belgium is the world’s top exporter of pre-cooked potato products, with 90 per cent of its production exported to over 100 countries.

Brits consume the most frozen potatoes in Europe, eating around 1.1m tonnes.

“Belgian processed potato products are a strong and proven solution for retailers and caterers, with excellent quality in-home and out-of-home options to meet consumer trends, said Katrien De Nul, promotion manager at VLAM.

Source: Fresh Produce Journal. Read the full story here
Photo: Courtesy Original Belgian Fries

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