EXPERT VIEW


research advice service run in conjunction with Potato Council, AHDB and the Oxford Partnership is on offer to help levy payers gain valuable insight for their business, this was launched at BP2011. At the same time, effective marketing campaigns that help


promote and sustain demand for potatoes continue to be undertaken by the marketing team. More than 13,000 schools participated in the ‘Grow Your Own


Potatoes’ project in. New projects unveiled this year included, ‘Cook Your Own Potatoes’ which extends educational work into secondary schools and an AHDB cross-sector joint education strategy, as well as, ‘Make more of Potatoes’ advertising campaign and the second phase of the EU part-funded campaign ‘Many Faces of Potatoes’. With a new, more use-friendly website in place, Potato Council


is now well positioned to help levy-payers achieve sustainable, profitable business through the use of new knowledge transfer initiatives that will help to make a difference on-farm and in-store. “In addition, we are increasing our practical potato days so that


every levy-payer has the opportunity to come to at least three. We have invested in a range of new digital tools that are quick and easy to access and use, such as videos and podcasts for those unable to attend so they can still keep up-to-date with the latest advances,” said Clayton. “The potato industry’s needs are driven by optimising inputs


and plant health, in addition to responding to new regulation, energy saving and soil, water and pesticide use. Our producers face ever-increasing challenges, which is why we are investing nearly 40 per cent of our funds in front-line R&D and knowledge transfer. “Levy-funded trials are now covering a wider range of issues,


including seed management and health, blackheart, alternative sprout suppressant and energy use. “Furthermore, Potato Council will continue to enhance linkages with science centres, industry and across the AHDB to develop


key services to support industry needs. In addition, we will support trade associations to create the industry voice to meet and manage environmental and regulatory requirements and help raise the skills base,” added Clayton. “We consider it vital that key stakeholders understand both the


nutritional qualities and sustainability credentials of the potato. We are examining practical solutions to growing consumer concerns such as carbon footprints and food miles, waste, sustainable sourcing and water management. “We firmly believe sustainability and profitability go hand-in-


hand. Solutions that protect the environment are more profitable and good business practice both for now and the future. At the same time, they allow us to deliver on our responsibility to the wider community, a key component of our purpose as an industry. “Furthermore, potatoes are a healthy source of vitamins B6 and


C, are fat free and make a significant contribution to a healthy diet.” Keen to expand engagement with levy-payers, Potato Council


has brought in new members to all of its committees who add to the skillset, covering all aspects of the potato business. “Not only has Potato Council honoured the pledges it made


last year, we have made levy-payers’ money go further through efficiency savings, by attracting match-funding and through the development of trade sponsorships and partnerships to help us maximise delivery of our messages. A quiet revolution has taken place that has taken us from looking at outputs to monitoring outcomes.” He concluded: “We recognise that the challenges our industry


faces, such as plant health, continue to mount in an environment where achieving match funding is becoming tougher. Our proposed 3 per cent increase in levy rate would put us on the front foot to meet these challenges. We plan to continue to nurture these joint ventures under the new corporate business plan.” n


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