Specific to Potato

Activities undertaken by the Potato Promotion Committee are based on outcomes identified in the consumer research undertaken in 2006. This research has influenced, the vision, objectives and strategies. In addition, Potatoes NZ purpose is to provide leadership in the three areas of profile, collaboration and sustainability. The activities of the  Promotion Committee address these three areas, either in isolation or by varying degrees of overlap.

Click on the diagram below to find out about the Potato Promotion Strategy.

Vision

To create a positive image of potatoes to inspire consumption.

Objective

To increase potato consumption by empowering consumers, key influencers, growers and industry partners.

Strategies Adopted

The Potato Promotion Committee implements a range of strategies which are targeted to meet the following goals:

• To promote versatility to inspire consumption. e.g. The Great Potato Challenge for the food service industry
• To clarify and strengthen the nutritional status. e.g. working with media and other key influencers
• To position potatoes as a fun, exciting and socially responsibility food choice. e.g. the Baked Potato Strategy 'a full tummy is only one potato away'
• To get positive potato stories in the media. e.g. a PR campaign 'it's always time for potatoes!'
• To improve the status of chips.  e.g. the work of the Chip Group  - www.thechipgroup.co.nz
• To better understand our market. e.g. consumer research and y collaboration with International Potato Levy Bodies
• To improve the potato purchase experience. e.g.  industry liaison and variety information
• To unify the industry with a common goal of increasing consumption. e.g. joint projects such as Great Potato Challenge, the Baked Potato Strategy
  

Generic vegetable strategy

In addition to potato specific, potatoes are also included as part of the promotional strategy of Horticulture NZ generic vegetables campaign.   

The vegetables.co.nz website includes generic promotion of vegetables as well as category specific promotion - the primary focus on taste and inspiration.

1. Recipe ideas
2. Storage tips
3. Nutrition
4. Preparation

Key areas

There are four key areas addressed by the generic vegetable strategy. In each of these areas potatoes are well represented and we reap a significant benefit from potatoes being included in a wider vegetable campaign.

These four key areas are:

• Policy Issues

To keep up-to-date and remain as proactive as possible with government and health groups to ensure that vegetables are well represented.

• Inspiring and Motivating Key Influencers

This involves the production of resources and mailouts, and presentations at forums, conferences etc. Groups that are targeted include food writers and the food service industry – including polytechs, health professionals, and food teachers.

• Recipe and Idea Swap

Work with media to ensure that the taste of vegetables is highlighted, helping to inspire consumption.

• Industry

Supporting 5+ A Day and other industry groups.

vegetables.co.nz aims to be the key point of contact for high quality resources and information on all New Zealand grown fresh vegetables.