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A great new initiative from Potato Council is showing
consumers – and busy mums in particular – that potatoes are not just healthy and
tasty, but fast and convenient too!
Its captivating film ‘Me for a Day’, is the result of a
unique life swap in which one young family see how simple it is to produce quick
and nutritious meals using potatoes.
Potato Council took the unconventional approach to help
blast misconceptions amongst consumers when faced with worrying research that 43
per cent of mums don’t serve fresh potatoes as they take too long to prepare and
cook.
As well as highlighting the benefits of potatoes, the
short documentary-style film will also help the industry identify product
innovations and recipe ideas that respond to the needs of their key consumers,
helping to build long term demand.
 In
the film, Kent based farm manager Matt Spanton and the Havers family from
Kingston-upon-Thames swap jobs for a day. Bought up on potatoes Matt couldn’t
understand why families are not eating as many potatoes as they used to, while
mum Catherine finds herself reaching for quick cook pasta to satisfy three
hungry children when up against the clock.
The seven-minute film is being rolled out to national and
regional media and will shortly be appearing on consumer websites, as part of
Potato Council’s wider marketing campaign to get the nation to ‘Love Potatoes’.
Kathryn Race, Potato Council marketing director, said:
“The idea behind the initiative is to educate consumers about the benefits of
potatoes – the fact that they are nutritious, tasty and above all, quick and
easy to cook – but also to show growers that today’s families are busier than
ever and need recipe ideas and products to suit their lifestyle.
“Simple and cost effective meal ideas are top of the list
and potatoes can fit the bill – we just need to show them how.
 “The
lessons learnt from both sides are clearly evident and by continuing to develop
greater understanding and awareness between growers and consumers will only
serve to benefit the future of the industry.”
The ‘Me for A Day’ project is also being rolled out across
the UK with swaps taking place in Wales, Scotland, Yorkshire, the North West,
the Midlands and the South of England.
To view a short preview of the ‘Me
for a Day’ film, visit
www.britishpotatoes.co.uk
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on the Potato Council on PotatoPro
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