Branston Brings Italian Potatoes to Tesco

Branston, UK’s largest potato supplier, is fulfilling Tesco’s requirement for fresh seasonal new potatoes, which are due to be in supermarkets from the end of October, for six weeks.

New season potatoes have enjoyed strong growth over the last 52 weeks with 86% value growth vs. a year ago. To meet consumer demand, Tesco has also made seasonal new potatoes available in more stores, compared to last year.

George Christoudias, sales and marketing director at Branston said: “Our research has shown that shoppers want freshly harvested new potatoes and that the availability to purchase new potatoes is more important than them being from British farms. The Italian climate in the late summer is perfect for planting new potatoes, while here in the UK we’re busy harvesting and eating ours. Timing is perfect as by late October when UK varieties have finished, Italian new potatoes are ready to eat.”

Italian seasonal new potatoes are grown along a 10-mile strip of coastline in free-draining sandy soil and are harvested by hand to protect their skins. Italian new potatoes will be available loose and in a specially designed perforated 750g bag to keep them fresher for longer across 790 Tesco stores.

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