Multi-country EU fresh potatoes

ended

In the European Union, potatoes are a popular food among European consumers as they are deeply anchored in the eating habits of the households. However, the long term consumption of fresh potatoes across Europe is under pressure. In their search for new global experiences and culinary discoveries, consumers often look beyond the richness of the locally produced potato, a trend that is causing not only a decrease in the potato consumption, but also a deterioration of the image of potatoes. This is especially evident among young Europeans between 18 and 34 year old, who are at the point where they are forming new and relative definitive eating habits for the future. It is important that they do not forget that potatoes can be an enjoyable part of their daily diet. This campaign wants to make millennials enthusiastic for fresh potatoes, so they become part of their routine cooking habits and fit into their lifestyle now and in the future. Therefore, 4 proposing organisations (Europatat, VLAM, CNIPT and Bord Bia) will collaborate in a multi country programme for fresh potatoes to stimulate potato consumption in Europe and more specifically in Flanders, France and Ireland. The three year programme will focus on stimulating the consumption of fresh potatoes as well as on promoting potatoes as a product that fits in the lifestyle of millennials, because of their versatility, high quality and nutritional health benefits. To reach these action objectives, our strategy is to put fresh potatoes back in the minds and lives of millennials by focussing on the versatility of potatoes and fitting potatoes in the lifestyle of our target group. To reach our target group, we will focus on digital development and online advertising. On social media we will inspire millennials throughout the year with a continuous feed of surprising recipes and facts and figures about potatoes. The total budget of the programme is € 5,522,018.33.