EU potato growers faced increased production costs in 2022 due to energy, fertilizer, and transportation expenses, leading to unsustainable cultivation and storage costs and pressuring profit margins. Despite these increased costs, retail prices have not significantly risen, leading to concerns about the industry's profitability and sustainability. In response, contract prices are projected to increase by 20%-30% for the 2023/24 marketing year. The absence of government financial support has sparked fears that some farmers may shift to growing alternative crops to improve profits.