A report by Scotland’s Rural College (SRUC) has found a 71% decrease in the demand for fresh potatoes in the UK since the 1970s, with consumers opting for rice and pasta. The loss of Brexit-related access to export markets for seed potatoes, particularly in Scotland, has further diminished demand. Despite these challenges, the Scottish potato market has remained relatively stable and contributed 22% to the UK's potato production. The sector, which had a value of around £245m between 2018-2020, is vital for the UK's net export of seed potatoes, with Scotland accounting for 75% of the UK's seed potato cultivation area. The industry's economic impact is broader than its farm gate value, with processed potato products and a specialized supply chain contributing additional economic activity and job opportunities.