Potato Magic is a Food Innovation Research and Development Company. They are dedicated to the production of food products that are pure, natural, sustainable and environmentally friendly. Potato Magic combines sustainability and eco-friendly processes from the paddock to the consumer to lower the food chain carbon footprint.

Potato Magic is a series of controlled processes by which a potato is heated within a specific, controlled temperature range, processed, then chilled to produce a new potato food product.

The key focus of Potato Magic is research and development in value added products made from fresh or preserved produce and potato. Fresh or preserved produce can be any vegetable, fruit, succulent, grain, or a pickle, preserve or flour.