The campaign, managed by Bord Bia, aims to increase potato consumption among Irish consumers. According to Kantar WorldPanel, retail sales of fresh potatoes in Ireland have declined by 25% over the last decade and by as much as one third between 2002 and 2014.

The initiative will be co-funded by the EU, Ireland’s potato industry and the Department of Agriculture, Food and the Marine, and will be run in conjunction with the British Potato Council. The overall strategy is to implement a single umbrella campaign, across both the Irish and British market, which will raise the image and profile of potatoes, and re-establish their relevance within the weekly shopping basket.

It has been designed to dispel fattening myths around potatoes, positioning them as naturally fat free, tasty and versatile.

“The potato is part of our culture like no other food, inextricably linked to Ireland’s story and part of who we are,” said Minister Coveney at the launch. “This campaign will bring the different varieties and versatility of the Irish potato to a younger generation. I would not put €90,000 of tax payers money into this campaign if I didn't think it would work.”

The Minister also welcomed the EU Commission’s decision to approve a total fund of €4.6m to promote potatoes on the Irish and British markets .

“My department is also availing of the opportunity to grant financial support to the Irish potato industry for this positive promotional activity,” he said. “Combined with industry funding the total campaign will be worth €1 million over the three years in Ireland.”

Potatoes are still Ireland’s preferred main meal carbohydrate, however shoppers under-45 account for only 33% of potato sales. The new promotional campaign, entitled “Potatoes - more than a bit on the side”, will focus on younger consumers, in particular 22- to 44-year-old females and will kick off with National Potato Day on Friday, 2 October.

Ireland’s potato market

It is estimated by Bord Bia that a total of 9,122ha of potatoes were grown in Ireland in 2014, producing 350,000t. Last year, the retail market was valued at €184m. The main varieties of potatoes grown in Ireland include Rooster (60%), Kerr Pinks (8%), Queens (8%) and Whites (7%). Meath, Dublin, Wexford, Louth, Donegal and Cork are the largest potato-growing counties, with approximately 500 active potato growers in Ireland.