POTATOES FOREVER!

The project aims to provide answers to the demand for sustainable products and inform consumers about environmentally friendly production methods. It seeks to allow a consolidation of potatoes positive image from farm to fork. The project targets the 35-49-year-old and intends to reach them by a synergy of means combining different touch points and reinforcing messages according to the consumer journey: PR, advertising, social media, trade show, point of sale events.
Potatoes hold an important place in the daily diet of Europeans. They benefit from a very positive image for their gustatory qualities, their practicality and the emotional dimension they offer. The level of confidence on this product is high even if surveys reveal a low consumer awareness of good environmental practices in the potato sector. This suggests that as of today, consumers have low doubt about the quality of European potatoes.
In parallel, a growing concern of consumers is emerging on the quality of their food and its impact on health as well as on the environment. This trend has been confirmed during the Covid-19 crisis. In a context in which agro-ecology is at the heart of European stakes, questions on sustainable production methods are multiplying, demonstrating the consumer’s strong need for transparency.
At the same time, the media denounce food scandals and point at unsustainable agricultural practices, increasing consumer concern. Today this is not the case for potatoes, but it is a threat that could over time undermine consumer confidence considering their very low awareness of good sustainable practices in the sector and their doubts about professionals’ commitment to reduce potato’s impact on the environment.
The CNIPT, interbranch of fresh potatoes in France and the UNAPA, union of producers' associations in Italy set up a sustainability campaign for Europe.