PW-ACTUA Interpom 2014: “Together for sustainable growth” Sustainability, everyone talks about it, but not everyone knows exactly what it means. With the intent of creating more awareness throughout the entire potato sector, the Belgian international trade show Interpom - organised by Belgapom and held from 23 until 25 November 2014 - will have as its theme: “Together for sustainable growth”. Little by little, sustainability measures have found their place in sector or business strategies and they are at the top of the list of process innovations. The basic principles are the 3 Ps of sustainability: ‘People, Planet & Profit’. We may well conclude that certain changes in the process that were originally meant as economy measures, have now resulted in actions that are part of the sustainability story. Think of water restrictions, the prevention of industrial accidents, and the drop in production-line breakdowns. It is clear that sustainability is not only restricted to a tale about fewer crop protection chemicals, more organic produce or less CO2 emission’, Belgapom’s Nele Cattoor explains. Three sustainability pillars ‘Each Interpom/Primeurs exhibitor will receive appropriate information about the theme of the show. This will provide an opportunity to think about how the company deals with one or more of the 3 sustainability pillars. We already have a few examples in mind. They range from socially-responsible entrepreneurship to a carefully-considered transport policy. Other possible themes are alternative irrigation technology or packaging materials in order to limit food losses. An indepenShow what you can get bag of potatoes has more effect on sales than a picture of washed or peeled potatoes. This is what research by the Nielsen Perishables Washington (US) – Show what you can get. This is the message David Fairbourn preaches as communication manager at the United States Potato Board (USPB). A photo of a tasty, colourful oven dish on a Group and commissioned by the USPB has shown, Fairbourn says. The average difference in turnover between bags with a picture of ‘ordinary potatoes’ or a tasty potato dish is 23 percent in favour of the latter. There’s also a difference between white and redskinned potatoes. Redskinned potatoes are more positively appraised (54 percent higher) than the whiteskinned ones (24 percent higher). According to the study, there are three important reasons for the increased sales of bags that picture tasty dishes. The first is that the picture is much more attractive to the consumer and subsequently draws more attention. The second reason is that the pictures show the end result: a tasty, colourful dish or a plate full of potatoes, sometimes with herbs, sauces and vegetables. The third is that the picture is mouth-watering. Moreover, the consumer is given ideas of what you can do with potatoes. The idea to put prepared products on packaging is not new. Salesmen have known for some time that you should not picture raw hamburgers on the packaging, but grilled. The reason why the potato is only now following suit is that sales are falling. It’s only now that the sector has started to think about ways to increase sales, Fairbourn points out. ● dent jury will make a preselection of the proposals and will decide what falls under the sustainable banner. The Interpom/ Primeurs steerINTERP M PR MEURS 2 14 23 - 24 - 25 NOV. KORTRIJK XPO (B) An initiative of Belgapom ing committee will take the final decision. It’s important to know that this is not a competition’, Cattoor says. Exhibitors at the show may decide for themselves whether to contact Interpom/Primeurs about the scheme or not. Strategic sustainable thinking The selected projects will be presented in a ‘sustainability trajectory’ which will be published in the show catalogue and on the website. Participating exhibitors will receive extra identification at the show, so that visitors know in which stands they can expect that little bit more information. In this way, the organisers hope to offer the professional visitor a comprehensive overview. ‘The exhibitors could also learn from each other or start new partnerships,’ Cattoor hopes. ‘At any rate, the sector hopes that this initiative may contribute to more strategic sustainability thinking across the entire potato chain. Sustainability also means that we also wish to guarantee those tasty potatoes and other potato products for the next generation. ● Potato World 2014 • number 2 11 Pagina 10
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