A bright future for fresh and processed potatoes TRADE AND MARKETING Countries such as China, India and Russia have already established their own modern processing factories, often in partnership with European or North American countries. Fresh opportunities too But it would be foolish to think that the rise of processed product will kill off consumption of fresh potatoes anytime soon. Both the Indian and Chinese governments have expressed their desire to increase potato production and much of that will be in the form of locally grown fresh potatoes. In mature markets such as North America and Europe there has been success in developing branded potatoes and those with special attributes such as size, colour or enhanced taste. Different ways of serving potatoes has also led to extra sales with the chilled potato segment the fastest growing in the UK market at nearly 19% in the last year. In the US fresh is increasingly meeting processed as restaurants replace some frozen product with freshly prepared fries made from potatoes in the restaurant’s kitchen. Trade in fresh potatoes is also growing from key countries around the world that are becoming regional hubs supplying neighbouring counties. These include China, India and Egypt. Fresh potato exports from China were 245% higher in 2014 than they were in 2003 with Indian shipments up 500% over the period. Egypt has benefited from extra demand from Russia and the absence of the EU in that market. The growth in fresh sales amongst less established players contrasts with a growth in shipments of a third for Canada between 2003 and 2014 and nearly two thirds for the US. Exports from the EU outside the EU dropped by 10% between 2003 and 2014. The growth in demand for both fresh and processed potatoes and potato products will continue. That should provide opportunities for potato growers, packers and processors, but those in established market should prepare themselves for more competition. Cedric Porter and colleague Guy Faulkner produce the weekly World Potato Markets information service that provides the global potato industry with the latest details on production, prices and trade of potatoes and potato products. For more, including details of a free trial, see www.worldpotatomarkets.com. ● Potato World 2015 • number 4 35 Pagina 34
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