new cultivar classification launch press release - Potatoes South Africa

NEW CULTIVAR CLASSIFICATION LAUNCH PRESS RELEASE
Client:
Potatoes South Africa
Draft 3:
Requires client approval
Communication Objective: Announcement of new potato cultivar
classification system
Distribution Schedule: National trade and consumer print and
electronic media
BRIGHT COLOURS BRING POTATOES FROM FARM TO FORK
March 2011
Potatoes South Africa (PSA) is proud to present a new potato classification system, which is
designed to allow consumers to enjoy potatoes in the best possible way. The three
categories, waxy, waxy / floury, and floury will soon be clearly indicated by leading retailers
and include useful cooking instructions and a quality mark, indicating that the cooking
method has been assessed.
“Our wish is for the cooks of South Africa to really enjoy all our wonderful SA potato cultivars,
so the new categories will assist everyone in selecting the correct potato for the tastiest
result,” explains Mark du Plessis, CEO of Potatoes South Africa.
The international standard of potato cultivar classification, now accessible to all South
Africans, is a culmination of intense research as conducted in various research facilities and
over a five-year period. The body of the research was conducted in a systematic manner
using a trained sensory panel at the Agricultural Research Council based at Irene,
supplemented with quality tests performed by researchers at the University of Pretoria.

PSA has put forward a tri-colour chart to educate and inform consumers on the optimum
culinary uses for a selection of commonly available potato cultivars. Although only 11
specific cultivars have been tested thus far; PSA plans to roll out the testing of further potato
varieties, which will then also be grouped / classified according to the current colour coding
method.
Cooking with confidence
Orange denotes Mondial, Fabula and BP13 potato cultivars, which are classified as waxy.
These are great potatoes for baking, roasting and boiling, because they stay firm and keep
their shape. They are also excellent in salads and create that South African marvel, „slap‟
chips. They are not suitable for microwaving or mashing.
Yellow is representative of BP1, VDP, Fianna and Valor cultivars and these are a combination
of waxy / floury potatoes. Ideal for stews because they absorb some of the juices but do not
fall to pieces, they are also great as jacket potatoes, boiled, roasted and microwaved. They
produce slightly crispy chips. These are a great standby for the cook who uses the versatility
of potatoes in his or her kitchen, as they combine most of the attributes needed for
successful potato dishes.
Blue equates to floury potatoes and includes UTD, Caren, Darius and Avalanche cultivars.
These are great for „French fries‟, potato wedges, baked potatoes and make the best, fluffy
mash. They can be microwaved but are not recommended for boiling as they break up in
liquid.
Healthy spuds
“Potatoes are often overlooked but they are packed with nutrients, vitamins and fibre.
Because they contain complex carbohydrates, they are excellent in low GI diets and weightloss
programmes in replacing simple carbohydrates, which burn off too fast in the body,
leaving people hungry again,” adds du Plessis.
A small but significant portion of potato starch is resistant to digestion by enzymes in the
stomach and small intestine and so reaches the large intestine essentially intact. This resistant
starch is considered to have similar physiological effects and health benefits as fibre; it
provides bulk, offers protection against colon cancer, improves glucose tolerance and insulin
sensitivity, lowers plasma cholesterol and triglyceride concentrations, increases satiety, and
possibly even reduces fat storage.

Code of Conduct
Over the past couple of months, PSA has been engaging with potato producers and retailers
alike in presenting a set of guidelines in the form of a code of conduct. “We will ensure that
random checks are carried out to guarantee that the consumers get what they expect
when buying any of the new categories of potatoes,” continues du Plessis.
“We are always happy to assist individuals in any queries they may have about South African
potatoes and we have produced small colourful consumer guides as to the wonderful
nature and versatility of this humble vegetable,” concludes du Plessis.
Notes to the editor
PSA is a Section 21 Association, whose main object is to serve, protect and promote the
interests of and build a viable South African potato industry. For more information, please
visit: www.potatoes.co.za.
A very special thank you is extended to Air Mauritius, the Travel Smart Program and World
Leisure Holidays for the sponsorship of four, all-inclusive holidays to the magical island of
Mauritius. These holidays were presented alongside the official Cape Town and
Johannesburg media launch functions, to add further interest and excitement to the
unveiling of the new potato classification system.
ends word count: 732
Compiled by and to contact on behalf of Potatoes South Africa:
Louise Churches
Angela Groom
Glass Slipper Communications
Glass Slipper Communications
Cell: 083 703 3750 Cell: 083 261 1370
E-mail: louise@glass-slipper.co.za
E-mail: angela@glass-slipper.co.za