EU campaign highlighting the versatility of the potato to continue until December 2025

Published 2023년 4월 7일

Tridge summary

A three-year extension of the 'Potatoes, prepare to be surprised – Europe’s favorite since 1536' campaign, funded by the European Commission, will continue to promote the consumption of fresh potatoes among millennials in Belgium, France, and Ireland. Running until December 2025, the campaign aims to combat the decline in potato consumption and update the food's image through social media, recipe development, and influencer collaborations. With a total budget of EUR 3,425,608.00 (USD 3,754,980) and a requested grant of EUR 2,740,486.40 (USD 3,003,983), the initiative highlights the nutritional benefits and sustainability of potatoes, aiming to make them a staple in modern, healthy diets.

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Original content

Following the success of the promotion campaign Potatoes, prepare to be surprised – Europe's favorite since 1536 that was launched in 2020 and finished at the end of last year, Bord Bia, Europatat and VLAM will continue with the programme's activities for three more years. The joint initiative, which is co-financed by the European Commission under the EU Promotion policy, will run until December 2025 to encourage the consumption of fresh potatoes among millennials in Belgium, France and Ireland. Fresh potatoes remain Europe's most popular main meal carbohydrate and are deeply anchored in the food habits of the European Union, however nowadays they face two main obstacles: a long-term decrease in their consumption; and a stagnation of their image as a traditional food. This trend has led to a decrease of potato consumption among the different age groups, especially in people between 18 and 34 year old living on their own, co-habiting or with young families (the so-called ...

Source: Potatopro