Promotion, Consumption and marketing

Potatoes are a popular product in the EU, popular with European consumers and deeply anchored in the food habits of the Union. However, fresh potatoes face nowadays two main obstacles: a long-term decrease in their consumption; and a deterioration of their image. In their search for new global experiences and culinary discoveries, consumers often look beyond the richness of the locally produced potato. This trend has led to a decrease of potato per-capita consumption among the different age groups, especially in younger households.

To reverse this situation, Europatat has played an important role in opening the European promotion budget for agricultural products to the potato sector. This evolution allows national or multinational generic promotion campaigns in and outside the EU to increase the consumption of potatoes to be supported by the European Union. Promotion measures deserve continuation both in the internal and international markets. The visibility of the origin, as well as a guarantee of a maximum flexibility for the priorities of the actions, should be a key objective for securing the best efficiency of the programmes and the best return on investment.

Read more about our main actions on promotion in our 2019-2019 Activity Report.

Promotion interactive map

Actions undertaken to reverse the declining consumption trend are also exchanged between Europatat members in order to understand the successful elements in promotion campaigns.

Check the Europatat Promotion interactive map here!

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