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ABOVE: LORCAN BOURKE (THIRD FROM LEFT), PICTURED WITH COLLEAGUES FROM DAFM, TEAGASC AND THE IRISH POTATO FEDERATION
POTATOES, PREPARE TO BE SURPRISED Bord Bia is joining promotional agencies in France and Belgium to promote fresh potatoes among European millennials. The EUfunded campaign, “Potatoes, Prepare to be Surprised – Europe’s favourite since 1536” will run to December 2022. Speaking at its launch at the National Potato Conference in February, (Bord Bia, IFA and Teagasc), Lorcan Bourke, Sector Manager Horticulture, Bord Bia, said, “While research has shown that there is little rejection of potatoes among this demographic, the campaign aims to increase the purchase frequency of millennials to future-proof potatoes within modern diets. While some millennial’s maybe cooking for
BEST IN SEASON Bord Bia is planning to raise consumer awareness around inseason fresh produce (Fruit, Vegetables, Herbs) with a social media campaign to communicate the benefits of fresh seasonal produce across the year to consumers. It aims to encourage them to make the simple decision to choose local when buying fruit and vegetables which can have significant positive outcomes for both consumer and industry. The campaign on social media was launched in advance of St. Patricks Day, and further activity will take place in advance of Easter, to take consumers on a journey from plant to plate to highlight where our food comes from, and to illustrate the resources required to produce fresh, quality produce in-season. ✽
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one at the moment, their purchase habits will evolve with lifestyle changes, so we want to continue to promote potatoes to this generation to encourage consumption.” From April, the campaign will target millennials through social media and digital advertising, showcasing surprising and exciting potato recipes in a modern way to encourage this group to prepare them.
IRELAND’S POTATO MARKET It is estimated a total of 8,260 hectares of potatoes were grown in Ireland in 2019 producing 338,000 tonnes. The volume of household potato purchases in 2019 was 212,000 tonnes (Kantar Worldpanel). Last year, the retail market was valued at €235 million. Meath, Dublin, Wexford, Louth, Donegal and Cork are the largest potato growing counties with approximately 250 active commercial potato growers in Ireland. ✽
GROW COOK EAT A new series of Grow Cook Eat, sponsored by Bord Bia, will be broadcast into homes across Ireland for a seven-week prime time run on RTE 1. The show is anchored at the home of GIY, at Grow HQ in Waterford City. Each week the presenters, Michael Kelly and Karen O ‘Donohoe, travel to meet expert food producers. Delicious menu ideas will be shared weekly by Chef Katie Sanderson, founder of White Mausu. From plot to plate to waste, Grow Cook Eat will show that simple, everyday food actions can make a powerful lifestyle change. Bord Bia's Director of Horticulture Mike Neary notes, "Bord Bia is proud to sponsor Grow Cook Eat for a third season. The programme brings to life the immense time, effort and care Irish growers put into producing nutritious and sustainable fresh produce, while also recognising the significant social and economic contribution they make not just to their local communities, but the wider Irish economy. Viewers can grow their own vegetables at home or buy local seasonal produce and cook one of the tasty recipes in their own kitchens." ✽
HORTICULTURECONNECTED / www.horticultureconnected.ie / Spring 2020
