Multi-country EU fresh potatoes

In the European Union, potatoes are a popular food among European consumers as they are deeply anchored in the eating habits of the households. However, the long term consumption of fresh potatoes across Europe is under pressure. In their search for new global experiences and culinary discoveries, consumers often look beyond the richness of the locally produced potatoes, a trend that is causing not only a decrease in the potato consumption, but also a deterioration of the image of potatoes. This is especially evident among young Europeans between 18 and 34-year-old, who represent the future generation of consumers who are defining at this age new and definitive eating habits. It is important that they do not forget that potatoes can be an enjoyable part of their daily diet. This campaign wants to make millennials enthusiastic for fresh potatoes, so they become part of their routine cooking habits and fit into their lifestyle now and in the future.Therefore, four proposing organisations (Europatat, VLAM, CNIPT and Bord Bia) will collaborate in a multi country programme for fresh potatoes to stimulate potato consumption in Europe and more specifically in Flanders, France and Ireland.The three-year programme will focus on stimulating the consumption of fresh potatoes as well as on promotion of potatoes as a product that fits in the lifestyle of millennials, because of their versatility, high quality and nutritional health benefits. To reach these objectives, the strategy aims to put fresh potatoes back in the minds and lives of millennials by focussing on the diverse use of potatoes. To reach this target group, the focus will be on digital development and online advertising. On social media the goal is to inspire millennials throughout the year with a continuous feed of surprising recipes together with facts and figures about potatoes.