The first Potato Week in the UK, led by the Potato Council, is set to take place from 1-7 October.
The week will feature a dedicated PR campaign, recipe placement and use of social media channels aimed at engaging with consumers.
It is a chance for everyone involved in growing, supplying, retailing and serving potatoes to educate and inspire consumers, according to Simon Bull, marketing manager for the Potato Council.
"Potato Week is an opportunity to raise the profile of our fantastic crop," he says. "We want the whole supply chain to join us in demonstrating to families and younger consumers in particular - as they are eating fewer potatoes than their parents - that they are a healthy, tasty and versatile option for mealtimes."
"We know that people ultimately love potatoes, but we have a job to do to continue to build demand and consumption," he adds. "Potato Week is a perfect platform to do so and dispel some of the myths at the same time, proving that potatoes are naturally nutritious, as well as being quick and easy to cook."
Potato Week plans to build on the success of Potato Day, held in 2010, which kick-started the "Many Faces of Potatoes" activity, a three-year marketing campaign, spanning the UK, France and Belgium.