Chips are down as food sector issues potato SOS

Worried food industry bosses are on a multi-million euro mission to save our spud amid fears the nation’s most popular staple is falling out of favour.

A joint Irish-British initiative is planned to urge consumers to put potatoes back on their plates with Bord Bia and the British Potato Council driving the campaign.

The three-year advert and public awareness campaign is expected to cost €4.6m, but Bord Bia has warned it can only go ahead if the EU stumps up half the cash. If the EU agrees the chips are down for potatoes and provides the funding, the plan is to spend €1m pushing the message in Ireland and €3.6m targeting consumers in Britain.

According to Bord Bia, which is inviting marketing companies to come with a suitable promotional campaign, potatoes continue to be the main source of carbohydrates in main meals in both Irish and UK diets. However, it says: “Over the last decade or so the consumption of fresh potatoes in home has fallen significantly in both markets.”

It says a number of issues are to blame, including changes in diets away from traditional foods and towards alternative carbohydrates, in particular rice and pasta. Potatoes are no longer regarded as easy or convenient to prepare or cook and that there is a lack of understanding of the health benefits. Consumption has fallen by around 25% in Ireland in the last decade.

Companies seeking to front the promotional campaign have until June 17 to express interest.