potatoes

32
and minimise wastage.
‘Eager Explorer’ consumers
could be attracted with in-store
displays that promote freshness
and quality. These consumers
are perfect targets for promoting
multiple types of potatoes with
different skins and flesh colours.
The report recommended
clear communication of the
flavour profiles of different
varieties and providing new and
different recipe ideas outside of
Australian cuisine.
Wave 11: July 2015
In the July report, it was
found that the winter months
corresponded with an
increase in potato purchasing
frequency and consumption.
This momentum could be
maintained by highlighting
potatoes as a regular part of
the family meal, as well as
introducing consumers to its
versatility with alternative winter
cooking styles.
Results also showed that
consumers were most willing
to pay more for washed, loose
potatoes or organic, loose
potatoes. This preference can
be supported by highlighting
the convenience and reduced
preparation times of washed
potatoes and the perceived health
and sustainability benefits of
organic potatoes.
Wave 12: August 2015
Results from this wave showed
that 90 per cent of consumers
purchased potatoes in the
last month. Consumers were
found to choose specific potato
varieties primarily based on
price, which was likely due to a
lack of awareness of the flavour,
freshness and cooking attributes
of different varieties. To develop
and expand this area, it was
recommended that consumers
should be educated on the
differences and benefits of potato
varieties.
Through other research,
Colmar Brunton found that the
consumer’s dominant barrier to
purchasing potatoes – consuming
enough for their needs – was
intrinsically linked to wastage and
a desire to limit this waste. To
combat this, recipe ideas could
be provided that use the whole
potato. Consumers could also be
informed about the additional
flavour and nutritional benefits
of eating the skin.
Another recommendation to
reassure consumers who are
concerned about wastage was
to ensure that best before dates
and estimated freshness are
clearly provided on packaging or
in-store.
i
The Potato Tracker project
took place over a 12-month
period and has now
concluded. Full copies of all
reports can be found on the
AUSVEG website at www.
ausveg.com.au/potatoes/
potato-consumer-research.
htm.
This project was funded
by Horticulture Innovation
Australia Limited using
the Fresh Potato Levy and
funds from the Australian
Government.
Project Number: PT13015
CALENDAR of events
12-14 January 2016 22-25 February 2016
Potato Expo 2016
Potato D.C. Fly-In
Where: Las Vegas, United States
What: The 8th annual Potato Expo will
attract more than 2,000 growers, suppliers
and experts to discuss emerging trends in
the potato industry. The expo will feature
educational programming, networking
opportunities and a trade show highlighting
the latest products and services for potato
production, storage and distribution.
Further information:
www.potato-expo.com
Where: Washington D.C, United States
What: Each year, potato growers and industry
leaders from across the United States visit
Washington as part of the National Potato
Council’s Potato D.C. Fly-In. This allows
participants to better understand and
advocate for the industry’s most pressing
policy priorities.
Further information:
www.nationalpotatocouncil.org