P ota t o w or ld CONTENT: Journal for the Potato sector • number 2 • 2014 ‘Our customers want total solutions: from field to the supermarket’ > page 4 9 PW-Actua 25 PotatoEurope 2014 homing in on handling boxes 29 Potato sector keenly anticipates growth of Polish supermarkets 39 Don’t ask what is costs, but ask what it brings in 45 The World of PotatoResearch 46 PotatoWorld dish 46 PW Agenda The most promising varieties that meet the most important market trends > page 13 More colour in the sector The consumption of fresh table potatoes is decreasing in Europe and that’s no secret. In order to stop this downward trend and hopefully change it into an upward trend, various potato countries have started a range of promotion activities. For example, the Dutch Potato Organisation (NAO) is currently analysing the eating habits of the Dutch and the reason why consumers are eating fewer potatoes. On the basis of these results, the trade organisation, together with its members, will start a targeted promotion campaign. It is important that all companies and organisations involved speak with ‘One Voice’ about the health aspects of the potato. According to trading company HZPC, it’s important that the potato starts to shake off its old-fashioned image. The younger generation of consumers in particular view the spud as dull and dreary. And that’s why the potato must get more colour, is Herman Verveld’s opinion. At Fruitlogistica in Berlin, the company subsequently introduced a motley collection of colourful varieties with a name that may be more appealing to the younger generation: Colourful Perupas. It’s not only in Europe that people are taking action to change the downward consumption trend. For example, results from research by the United States Potato Board (USPB) have shown that a photo of a tasty, colourful dish on a bag of potatoes has a more positive effect on sales than a picture of a few washed or peeled potatoes. The trend towards more colourful varieties and a more appealing presentation also offers opportunities for developing markets. For example, consumers in Poland are increasingly buying potatoes from supermarkets. This demands new varieties that respond to the development. In this issue of Potato World magazine we have listed the seed potato trading companies’ most promising varieties for you. Jaap Delleman Potato World 2014 • number 2 3 Pagina 2
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