POTATOES - PREPARE TO BE SURPRISED

The EU potato campaign is a three-year multi-country initiative with Belgium and France promoting potatoes to 18-34 year old millennials commenced in 2020. Europatat, the pan-European potato trade organisation is also a partner in the campaign. The recipe campaign (www. potato.ie), is primarily an online focused, social media campaign on Instagram, Facebook and Pinterest channels.

The results of the campaign to date have been very positive; Kantar World Panel measured a c.33% increase in potato value in the target age cohort. Bord Bia runs the mechanics of the campaign while 20% of the funding in Ireland is contributed by the IFA and the Irish Potato Federation. Planning for this year’s activity is now taking place, with the first of 3 planned activations starting in May. ✽