The Co-op is strengthening its support for UK potato growers through a move to best-of-season packs, making greater use of a wider range of homegrown potato varieties, it has announced.
In a UK retailer first, the move has been welcomed by industry body GB Potatoes, as farmers face ongoing challenges and pressures.
The new ‘best of season’ packs, which are in stores now, are curated for how they will be cooked, with Roasting, Mashing, Baking, Salad and Everyday potato packs.
Each pack will contain one carefully selected variety, selected for its suitability for the cooking method, which will flex throughout the seasons, so only the best quality potato in season will be included. The varieties will include Jelly, Tyson, Karelia and Maris Piper.
The new approach recognises that some long-established varieties no longer deliver consistent quality year-round and can be difficult to grow reliably in the UK, contributing to many retailers relying on imports from overseas.
Alex Godfrey, Chair of GB Potatoes - set up in 2023 to represent the views of the potato sector and champion British produce - said: “The move recognises the quality of British-grown potatoes and supports the long-term sustainability and profitability of UK potato production. Helping consumers understand that different varieties are suited to different uses is a positive step that will strengthen the category.”
Scott Saunders, Co-op senior buying manager for potatoes, added: “By switching to newer, more resilient British varieties and focusing on how potatoes are used, we can offer more consistent quality, reduce waste for our members and customers, as well as offer greater flexibility for growers.”
The move follows a year of extensive in-store trials and taste panels with shoppers, working closely with Co-op’s supplier, Greenvale to rigorously test quality, flavour and performance.
No comments yet