Coronavirus: AHDB revs up campaign to increase potato sales

The AHDB has increased its consumer marketing campaign for potatoes to help offset flagging demand from the foodservice sector under the Covid-19 lockdown.

Consumer demand has changed since the lockdown was imposed on 23 March, according to the levy board.

The industry has seen wholesale closures of fish and chip shops and other foodservice outlets while retail purchases have risen, but fears remain that growers who supply the foodservice sector could suffer large financial losses.

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To help support sales, the AHDB has increased consumer marketing activity through its lovepotatoes.co.uk site, social media, advertising, TV promotion and at retail outlets.

AHDB marketing manager Nicola Dodd explained: “Our campaign is based on reminding consumers of the versatility and value of potatoes, and how they can be incorporated into many dishes, both traditional and contemporary.

“A recent post on how to store potatoes at home was liked and shared over 10,000 times on Facebook and Instagram, as people looked at ways of keeping lockdown stockpiles fresh.”

The AHDB will also launch a trade portal next week, where wholesale buyers can post requirements for potatoes, and growers can register available stocks.

The aim is to help match up stocks as the balance of demand switches from foodservice to retail.