Albert Bartlett Partners with Kate Hardcastle MBE to Champion the Great British Potato

Britain’s best-known potato brand, Albert Bartlett, has announced a new on-going partnership with celebrity consumer champion, Kate Hardcastle MBE, to help the public both eat and budget better, with the help of the secret superfood – the potato.

Statistics show fresh potato purchases have dropped from nearly 1.5kg per week in 1974 to around 320g currently, yet the potato is one of the most nutrient-dense and versatile foods, rich in potassium, vitamin C, vitamin B6 and fibre.

This new partnership will see Kate take up the role of the consumer voice and work with Albert Bartlett on their mission to ‘Make Mealtimes Matter’. The activity is designed to deliver three tangible outcomes for Albert Bartlett and include - deeper consumer trust: greater relevance at the point of choice and stronger authority in everyday eating.

Kate is perfectly placed having appeared on over a thousand prime-time TV shows across the likes of the BBC, Channel Four, ITV and Sky and contributing to favourites such as Panorama, Tonight, Watchdog and Eat Shop Save.

The focus for many of these appearances has been food budgeting, food waste prevention and education on shopping habits. Her wealth of common sense, down to earth knowledge that is always customer centric spans over 17 years resulting in her being trusted by millions of viewers and top tier board rooms alike.

Kate Hardcastle MBE, Consumer Champion and Broadcaster:

"Feeling confident about food shopping matters more to households than ever, people want ingredients that are dependable, versatile and genuinely good value. Potatoes have always earned their place in the kitchen for exactly that reason."

"As a working parent, I rely on foods that can move effortlessly from a simple baked supper to a proper Sunday roast, a comforting mash, or something a little more indulgent like chips. They’re one of the few staples that support real life — adaptable, satisfying and able to feed everyone well without fuss."

Kate Hardcastle MBE at home with her children, supporting Albert Bartlett’s campaign to promote affordable, family-friendly meals using British potatoes.

The partnership comes as interest in potatoes is resurgent, with more than 2.2bn views of potatoes recipes on TikTok. Social media sensations The Spud Bros have helped repopularise the baked potato alongside the like of Poppy O’Toole aka the Potato Queen, who has 4.8m followers. The Michelin Star chef lives up to her name, offering a whole host of recipe ideas that take the potato to another level.

However, while many of the viral trends rely on calorie-packed loaded fillings, the new 'Make Mealtimes Matter' parentship will focus on the nutritional benefits, simplicity and affordability of cooking with fresh potatoes.

John Hicks, Brand and Marketing Director from Albert Bartlett:

"We’ve been feeding the nation since 1948 and have seen food trends come and go – but potatoes remain the great British staple food."

"With 88 per cent of Brits reporting the cost-of-living crisis is their biggest concern, potatoes are the most cost-effective way to put a healthy meal on your table. Whether you’re vegan, vegetarian or prefer your meat and two veg, spuds sort every mealtime."

Kate Hardcastle MBE showcasing Albert Bartlett Home Grown Potatoes as part of the brand’s “Make Mealtimes Matter” campaign.

The new partnership launches immediately with Kate focusing on ‘convenience culture’ and the nation’s lack of cooking skills. The UK food delivery market is now projected to hit £14.3 billion in 2025, almost doubling versus 2019 – but this fast-food convenience comes as a cost.

Kate Hardcastle MBE:

"We’re living through one of the longest budget squeezes in history, so while paying out for fast food may seem like a quick fix, it damages household finances in the long run. It’s also far less healthy than cooking at home."

"Working with Albert Bartlett, we’ll bring spuds back to their rightful place at the table as the ultimate in easy but healthy cooking."

"Potatoes are one of the most flexible, filling, affordable bases for real-life eating – and can be cooked more quickly than it takes for your takeaway to arrive – so we’ll help educate everyone to make the most of quality UK spuds and make mealtimes matter."