Potato consumption is once again on the rise

 

 

In the last 10 years potato consumption has been declining in Ireland. A sharp decline that professionals expected in 2012 that sales would fall below 100,000 tonnes in the next 10 years.

 

 

 

This decline in sales resulted from misconceptions about carbohydrates, a poor image of potatoes and changes in eating habits. The sector reacted and developed a vast promotional campaign (€ 1 million), co-financed by the European Commission and the Ministry of Agriculture.

 

 

 

The campaign was launched in 2015 for 3 years. Simple strategy: promote potatoes as a healthy, versatile and contemporary choice. A dedicated website, information on health and nutrition, videos, recipes.

 

 

 

Purchases of fresh potatoes in Ireland increased from 175 000 tonnes per year in 2015 to around 210 000 tonnes per year. Although other factors have affected this reversal of trends, the promotional campaign has played an important role.