Promotional Campaign to Boost Supply of Belgian Potatoes in the UK

A significant new two-year VLAM marketing campaign to promote Belgian processed potatoes has been launched for the UK retail and foodservice sectors.

The ‘Flourish and Grow’ Campaign will emphasize the growth of the tuber category and the opportunity for retail and foodservice to build their business with good quality and innovative frozen, chilled and fresh potato category offer, FruitNet announced.

The campaign funded by VLAM will focus on the quality, innovation, and sustainability credentials of EU produce grown, processed, and packed in Belgium.

Brits consume the most frozen potatoes in Europe, eating roughly 1.1m tons, and the country relies on imports to meet demand. Some 760,000 tons are imported each year, and the market is expected to continue on an upright trend over the next decade.

The campaign will also highlight the significant investment made by growers and processors in production methods to tackle packaging and plastic, reduce carbon footprint and water usage, to ensure retailers can be confident of sustainable products with full traceability.

Belgium is the world’s top exporter of pre-cooked potato products, with 90% of its production exported to over 100 countries.