21 October 1999
Potato takes on rice and pasta

THE British Potato Council is preparing a makeover for the £3.6 billion potato industry as it faces competition for its space on the plate from pasta and rice.

The industry is concerned that while most Britons regularly eat potatoes in some form, nearly half the population eats pasta at least once a fortnight, up from 30% in the 1990s.

Some 44% eat rice once a fortnight, up from 30%.

The council is hoping to increase consumption of potatoes by 10% over five years to safeguard the future of the countrys 7500 growers.