Potato Council has recruited an exciting new team of growers to act as ‘Potato Ambassadors’ and inspire the nation to eat more potatoes.
Since the initiative was introduced two years ago the original group of Ambassadors have delivered more than £1.2 million worth of media coverage. The new team are keen to continue their success and promote how the industry delivers healthy, sustainable and tasty food.
The team includes a unique cross section of the industry, with growers who supply retailers, restaurants, the chipping trade as well as consumers directly through a farm shop. They each have real passion for the industry and a range of different ways in which they will raise the profile of potatoes and the important role they play in our diets and lifestyles.
Corporate affairs manager for Potato Council, Maria Ball, said: “We’re delighted to have a renewed team of Ambassadors on board. They are enthusiastic about our marketing activity, will encourage other growers to promote potatoes and be a key part of our consumer facing campaigns. This will involve speaking to journalists, attending roadshows and events, being part of Potato Week 2012 and performing a key role in our education strategy, which includes the Grow Your Own and Cook Your Own Potatoes projects.
“Since their introduction in 2010 the Potato Ambassadors have resonated with consumers and the media, both of which are increasingly interested in stories about provenance and natural, healthy foods.
“Their positive messages have reached an audience of 19 million, which demonstrates that the people at the heart of the industry are best placed to showcase why potatoes should be a regular choice for every shopper.
“However, we will not be losing the knowledge and experience of the original team of Ambassadors. Four will stay on to represent Scotland and three regions of England*, while the rest will take up the position of ‘Senior Ambassador’ to provide additional guidance and input where necessary.”
Mike Newling, new Potato Ambassador for East Anglia, said: “I’m hugely excited to be part of the team chosen to carry on the important work of promoting our wonderful crop. There is a lot of activity planned for the next two years and I’m very excited about getting involved in Potato Week 2012 (1-7 October). Since becoming an Ambassador I have been trying new ways of cooking potatoes to show how versatile and tasty they can be. Sharing this sort of message helps the whole industry and will potentially drive up consumer demand for potatoes.”
Details of all Ambassadors past and present can be found online at www.potato.org.uk/promotion/ambassadors
. They will also be attending many of the forthcoming Potato Council events, including the regional Potato Days.