MORE OF the levies paid by UK potato growers should be spent on market promotion to reverse 'tumbling consumption', farmers asserted this week.
Responding to a consultation on the Potato Council's draft business plan - which includes a proposal to raise the statutory levy on growers and packers - the National Farmers Union Scotland urged the statutory levy body to shift funding away from research and development and direct it at promotional work highlighting the health benefits of fresh potatoes.
Further, the union suggested that this could be achieved by upscaling the Potato Council's existing 'One Voice' campaign, which has already been targetting shoppers, politicians and the media with a clear message about potatoes' nutritional value.
Commenting on the NFUS submission, Fife potato producer Russell Brown, who is chairman the union's Potatoes Working Group said: "The number one issue faced by the sector right now is the continuing fall in consumption of fresh potatoes, and the impact that has on farmgate prices.
"Diminishing demand for potatoes has, unfortunately, seen retailers pay less and less attention to the marketing of the product. Sales, as a result, are currently caught in a downwards spiral that we must turnaround.
"We recognise that solutions are not simple but many Scottish growers have identified the need, at this time, for a shift of emphasis in the levy budget priorities from R&D to promotion," said Mr Brown.
"The existing 'One Voice' Campaign could form the basis of an enhanced promotion effort. Messages about the health benefits of potatoes, in comparison to other carbohydrate sources, need to be put in front of consumers in a medium that they regularly access, such as consumer magazines. That could also provide the platform to overcome the public's perception that potatoes are time consuming to cook.
Returning to a particular bugbear of potato producers, he stressed: "The role of health professionals in recognising the benefits of potatoes in the diet would be helped by having potatoes accepted as a vegetable for 'five-a-day'. Achieving that might have to come after the message on the benefits of potatoes in the diet starts to get through to health and nutrition experts.
"Work with retailers to improve the presentation of potatoes in stores is important too and growers continue to be appalled at the number of green potatoes still appearing in packs and shelves," he added. "A move away from plastic packaging would help to reduce the green potato problem and we understand that where retailers use more suitable paper packaging, it helps increase the perception of potatoes as a valuable product.
"We appreciate this is a very difficult year for potatoes but we have chosen to support the proposals for a levy increase. If the spend of levy funds can be seen to be making a more positive impact on consumption - and therefore the value of fresh potatoes - this would help growers to see the value in their levy contributions."
For in-depth news and views on Scottish agriculture, see this Friday's issue of The Scottish Farmer or visit www.thescottishfarmer.co.uk
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