A €3.2 million project called “Potatoes Forever!” has been unveiled in Europe with the goal of informing the public about sustainable procedures used in the fresh potato sector. The three-year campaign will largely target France and Italy.
The cultivation of potatoes, a staple food in Europe, has always placed a strong emphasis on sustainability. Industry experts have continuously worked to make sure that these tubers are not only delicious but also produced with the least amount of environmental impact possible. Included in this are initiatives to safeguard biodiversity, conserve water, and apply crop rotation strategies that maintain soil health.
Providing consumers with information
Despite their commendable efforts, many of these sustainable practices often escape the notice of consumers. The “Potatoes Forever!” campaign, generously funded by the European Union at 80%, strives to close this knowledge gap. Its primary goal is to shine a spotlight on these sustainable methods and educate European consumers about the unwavering dedication and commitment that go into producing their beloved potatoes.
The advertisement emphasizes the potato’s adaptability, nutritional worth, and availability all year round. Transparency is rising in demand as consumers become more picky about the place of origin and farming practices used to produce their food. This Programme meets that need by bringing to light the sustainable practices that have long been a part of the potato industry.
led by potato-related organisations in France and Italy
In France, the “Potatoes Forever!” campaign is led by the Comité National Interprofessionnel de la Pomme de Terre (CNIPT), which serves as the national representative body for professionals in the potato industry. In Italy, the initiative is championed by the Unione Nazionale tra le Associazioni dei Produttori di Patate (UNAPA), an alliance of potato producer associations that assumes a leadership role.
Interesting findings about the awareness and views of sustainable potato production among French and Italian consumers were found in a recent poll carried out in preparation for the campaign. Most people were aware that potatoes are accessible all year long and are typically grown locally in the countries where they are sold. However, there was a definite interest in learning more about the environmental responsibilities of the sector.
The main objective of the campaign is to make sure that quality and sustainability are prioritised at every stage of the potato’s journey, from the farm to the table. This covers environmentally sustainable farming, packaging, and delivery. Six main areas will be the focus of the “Potatoes Forever!” initiative: biodiversity protection, soil and water conservation, waste reduction, climate change mitigation, quality assurance, and professional support.
interacting with potato buyers
Florence Rossillion, who serves as the Director of the CNIPT, conveyed her excitement about the campaign, stressing the significance of fostering open and transparent communication between industry professionals and consumers. Fausto Bosca, in his role as Director of the UNAPA, echoed these sentiments by underscoring the potato sector’s steadfast dedication to sustainable practices and the critical role of consumer awareness in this context.
Numerous communication tactics, such as press relations, media partnerships, social media coordination, and events, will be used by the campaign. Notably, there will be unique events at Italian retail stores as well as dedicated sections at the Paris International Agricultural Shows in 2024 and 2025.
The “Potatoes Forever!” campaign stands as evidence of Europe’s unwavering dedication to sustainability and its proactive efforts to cultivate an increasingly knowledgeable consumer community. In line with the campaign’s name, there is a collective aspiration that the affection for potatoes, as well as the sustainable methods underpinning their production, will endure indefinitely.
For more news on sustainability visit Envoybuzz.