The humble potato is finally making a comeback

IRELAND’S RELATIONSHIP WITH the potato is slowly recovering after a rough couple of years.

Potato consumption has been steadily decreasing since 2008, with younger generations especially shying away from spuds.

However, according to market research by Kantar Worldpanel that was presented at the National Potato Conference in Dublin today things are looking up for the industry.

In the past year, the potato market had positive value and volume growth for the first time in seven years, with shoppers on average making 34 trips to purchase potatoes.

Bit on the side

In an attempt to address the waning sales of potatoes, Bord Bia, the Irish Farmers’ Association, and the Irish Potato Federation have joined forces for a marketing push.

The three bodies launched a three-year promotional campaign called Potatoes: More Than A Bit On The Side after receiving funding from the EU and the Department of Agriculture.

Bord Bia sector manager for potatoes Lorcan Bourke said the campaign is about changing the perception around potatoes in younger generations and pitch potatoes “as a naturally fat and gluten-free ingredient”.

Bord Bia predictions for Irish potato sales (in tonnes)

Still cause for concern

Despite the new positive indicators, the quantity of potatoes purchased by shoppers is not showing signs of recovering its former glory.

In 2007, the average Irish household purchased 140kg. This figure has continually decreased over the past seven years and hit a low of 119kg last year.

Irish Farmers’ Association national chairman Jer Bergin said it is important for potato farmers to take the initiative and secure their own future after low returns in the recent years.