Minister for Agriculture, Food and the Marine, Simon Coveney TD today launched a new €1m marketing campaign which will be managed by Bord Bia aimed at boosting potato consumption among Irish consumers.
Sales of fresh potatoes by retailers in Ireland have declined by 25% over the last decade and by as much as one third between 2002 and 2014, according to a recent study. At today’s launch Minister Simon Coveney said: “The potato is part of our culture like no other food, inextricably linked to Ireland’s story and part of who we are.
“This campaign will bring the different varieties and versatility of the Irish potato to a younger generation.”
The initiative will be co-funded by the EU, Ireland’s potato industry and the Department of Agriculture, Food and the Marine and will be run in conjunction with the British Potato Council.
The new promotional campaign, entitled “Potatoes – more than a bit on the side”, will focus on younger consumers, in particular 22-44 year old females. The campaign will include print and digital advertising using a ‘cheeky’ potato character and tasty recipes to show potatoes are ‘more than a bit on the side’.
The campaign will kick off with National Potato Day on Friday October 2.