High Profile Potatoes Are Good For Everyone
With more than 5,500 visitors making the rounds of over 130 stands, the recent Potato Show in Harrogate was a dynamic showcase for the industry. And that made it the perfect venue for the launch of Fenmarc’s new branded veg range, The Very Very Veg Co.
To complement the launch, we’ve created this Trading Talk page on the Fenmarc website to keep you up to date with the issues, challenges and innovations in fresh veg marketing. The Potato Show gave us plenty to think about!
While there was a lot of energy and interest from farmers and growers at the Show, several remarked on low farm gate prices this year.
Potato Council figures show the estimated crop planted area in 2009 remains the same as 2008. However, in some parts of Great Britain favourable growing conditions have led to a higher than expected yield particularly in the eastern counties.
‘Excessive rainfall in Scotland and western England has had a detrimental effect on crops, while in the eastern counties, it has been too dry,’ said a Potato Council spokesperson. ‘This is leading to a considerable variability in yields and quality across Great Britain. Average farm gate prices are lower than last year [at an average of just 59p*], but the best quality crops are carrying a premium,’ she said.
Raising the profile of potatoes with consumers is seen as a vital ingredient in achieving healthier demand and higher prices. As a result, the Potato Council featured several bright initiatives at the Show. Ellie King, Marketing and PR Executive at the Potato Council, and one of the team behind online personalities ‘The Potato Girls’ is excited about the possibilities of giving humble potatoes the star treatment she thinks they deserve:
‘Potato Council research has revealed that pre and young families under-index on potatoes; in fact housewives aged over 45 account for 66% of the fresh potato spend. That’s why winning the support of the younger generation and introducing consumers to potatoes at an early age is key to securing the long term future of the industry.’
With this in mind, the Council’s ‘Love Potatoes’ marketing campaign has been touring the country. The team has also launched social networking pages on twitter and Facebook, this year to help spread the message.
King believes that branding is another powerful way to boost the sector, and applauds Fenmarc’s move into branded veg.
Fenmarc Director Gary Crickmore feels that retailers are becoming more receptive to the benefits of stocking branded veg: “Brands raise awareness, enthusiasm and knowledge within categories, complementing own-label ranges and stimulating overall growth.” With recipe ideas on pack and online, and hints for proper storage and prep, Crickmore says the brand also provides a great vehicle for launching more unusual varieties and prepared fresh veg lines.
The Very Very Veg Co journey has already begun. Its Rudolph potatoes, headlining its ‘Unearthed Treasures’ sub-brand of unique varieties, are now being carried by Nisa-affiliated retailers, and the ‘Everyday Favourites’ Stew Pack is in Iceland Foods.
‘Bringing the vegetable aisle to life is what The Very Very Veg Co is all about,’ says Crickmore, ‘so we’ve got plenty of competitions and sampling opportunities lined up to support the brand.’
*Based on TNS data 4wks w/e 04 Oct 09