EU Commission is co-funding “Potato Potential” program on the Irish and UK markets
The EU Commission has approved 50 per cent EU co-funding for ‘Potato Potential’, a EUR 4.3 million programme to promote potatoes on the Irish and UK markets.
The three-year ‘Potato Potential’ program will inform and educate consumers through key opinion influencer, such as the press and bloggers. Highly targeted activities will demonstrate that potatoes are nutritious, convenient and versatile and can be used in innovative ways suitable for a busy, modern lifestyle.
The Ireland segment is worth one million euro and was developed by Bord Bia in conjunction with the IFA and the Irish Potato Federation.
The strategy aims to halt the decline in sales and consumption of fresh potatoes, to generate market growth and to increase awareness that potatoes are both healthy and nutritious. The Department of Agriculture, Food and the Marine is exceptionally providing 9 per cent of the three year budget.
The Minister for Agriculture, Food and the Marine, Simon Coveney TD and the Minister of State Tom Hayes TD have welcomed the decision of the EU Commission.
Commenting on the Commission decision, Minister Coveney said: “I am delighted to see the EU recognition and financial support for an industry program to raise awareness among Irish and British consumers of the versatility and nutritional value of the potato. The sector is investing its own funds over three years in the campaign, which will be managed in Ireland by Bord Bia. This programme can deliver valuable home market opportunities and provide the industry with the confidence to grow. “
The measures financed can consist of public relations, promotional or publicity campaigns, highlighting the advantages of EU Products. The Department has committed 9 per cent of the programme budget.
Minister Hayes highlighted that: “A fund of over EUR 60 million is available annually under the EU promotion regulation to promote agricultural produce. I would encourage industry to sponsor further joint promotion proposals. We can be proud of our quality, food safety, animal welfare and environmentally friendly production methods. Promotion campaigns such as Potato Potential enable us to showcase these attributes on the European and world stages and we welcome more such campaigns”.
The Potato Council secures EU funding
As part of Potato Council’s on-going commitment to reinvigorating the potato sector, director Rob Clayton welcomed the EU Commission’s decision.
Dr Clayton said of the decision: “I am delighted to see the EU recognition and financial support for an industry program to raise consumer awareness of the versatility and nutritional values of fresh potatoes. We are looking forward to working with Bord Bia on this programme to deliver valuable home market opportunities and provide the industry with the support to grow.”
Nick White, head of marketing and corporate affairs for Potato Council, explained that the extra funding from the EU gives them the opportunity to increase the marketing activity in promoting the healthy values of potatoes.
“We want to make sure that consumers see them as relevant and desirable; they are fat free, salt free and low in sugar, have fewer calories than pasta and rice and are incredibly versatile. The extra funding will give us a boost and help ensure that consumers are getting the message loud and clear”, he added.
Mike Neary, manager of horticulture at Bord Bia (the Irish Food Board) said: “We are pleased to be partnering AHDB/Potato Council in successfully securing EU funds to promote potatoes in both markets over the next three years. The potato market and consumers in both countries are broadly similar and the Irish Food Board and Potato Council face a common challenge to increase potato consumption within both populations.”
