Drive to push British spuds pays dividends
BUY British campaigns are highly effective, at least in the case of potatoes, according to the Cyprus Potato Marketing Board.
"We are finding it increasingly difficult to sell our potatoes to UK supermarkets, as Buy British campaigns appear to be paying off," said general manager, Panayiotis Stavrou, in Nicosia.
"We expect our potato exports to the UK to fall by about 5% this year on the 38,000t delivered in 1998/99."
The value of exports to this country totalled about C£12.8m last year compared with C£23.7m in 1994
In addition to improved marketing in the UK, the use of sprout suppressants during storage and a doubling of potato production in Jersey, up to 45,000t a year, is also helping to deny Cypriot producers their traditional UK market.
Earlier this week a £500,000 generic advertising campaign to promote British maincrop potatoes was launched by the British Potato Council. With £350,000 supplied from the BPC and the remainder from third party investments, the Potatoes You Cant Beat em campaign aims to boost consumption of British potatoes by increasing retail sales.
Consumption of fresh and pro-cessed potatoes in Britain reached 5.94m tonnes in 1998/99 compared with 5.89m tonnes in 1997/98. *