Promotion programme 2020-2022

Europatat, together with Bord Bia, CNIPT and VLAM, was one of the beneficiaries of the European Commission’s 2019 promotion of agricultural products multi programmes under Topic A. The project “Potatoes, prepare to be surprised – Europe’s favourite since 1536” is coordinated by VLAM with Europatat, Bord Bia and CNIPT as a partners. The programme has a total budget of €5,578,392.00 and requested grant of €4,462,714.00 (80% of the total budget).


Are you prepared to be surprised?

With the aim of slowing down a long-term decrease in the potato consumption among Europeans between 18 and 34 years old  (the so-called millennials), Europatat, together with the French, Irish and Flemish promotion bodies CNIPT, Bord Bia and VLAM, is running the inspiring campaign “Potatoes, prepare to be surprised – Europe’s favourite since 1536”. The main objective is to encourage the consumption of fresh potatoes among millennials in Flanders (Belgium), France and Ireland. Young consumers in other EU countries are also reached thanks to the translation of recipes into Italian, German, Spanish and Polish.


To inspire millennials to easily integrate potatoes into their daily lifestyle, one hundred new surprising potato recipes a year are shared on various social media channels as well as on the website

Instagram acts as the backbone of the campaign, but other social media platforms such as Facebook, Pinterest or YouTube are also used to provide tips and tricks on how to easily integrate potatoes into millennials’ daily lifestyle. Furthemore, a series of events or “potato surprises” will be organised in Flanders (Belgium), France and Ireland to draw millennial’s attention to the surprising versatility of potatoes.

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