NEWS FEATURE


PROFITABLITY IS SUSTAINABLE S


ustainable, profitable business for its members is the aim of Britain’s


Potato Council over the next three years and it is charting the course for long-term success in the potato industry, wherever they are in the supply chain. Outlining its 2012-15


corporate divisional plan, director Rob Clayton said the board had renewed its pledge to direct levy and other funding towards potato growing, processing, corporate affairs and marketing. “The aims of the council are to continue to provide growers


and supply chains with robust, reliable and timely facts that assist levy payers to make informed – and potentially more profitable – choices,” said Dr Clayton. “We have instigated cost-benefit analysis across all platforms


and this will help evaluate the usefulness of key activities undertaken by Potato Council, quantifying the impact of work undertaken on marketable yield, costs of production and marketing. “The aim is to capture cost-benefits across a number of years to assess the long-term benefits and contribution to sustainability


7­


Dr Rob Clayton, head of the British Potato Council, is committed and dedicated to working towards promoting the potato and aiding the council’s memebers – whether they be growers or processors. At the BP2011 event late last year, the council, with Clayton in attendance, outlined its goals for the next three years.


And it is an innovative model that many other organisations could consider worth looking at and emulating...


within the industry,” continued Clayton. “We are pledged to continue helping our levy payers by


spending over a quarter of our income promoting and sustaining consumer demand for potatoes through retail and food service outlets.” To sustain the market, the Potato Council (a division of


Agriculture and Horticulture Development Board) has marketing activities which will continue to focus on showing how versatile and healthy potatoes are and encouraging younger people to proactively choose them as part of their regular meal solution. “In addition, work continues to promote the potato’s nutritional


benefits and food security credentials to stakeholders raising awareness about the importance of the potato,” said Clayton. Potato Council work is based on evidence from research, to give insight to campaigns and projects. A new cross-sector


Potato Processing Int. Magazine - Digital Digest • www.potatobusiness.com 7­


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13