The ten passionate potato growers were announced by the spud watchdog at a glittering ceremony in London.

The ambassadors are expected to work closely on marketing with the Potato Council by engaging with the media and consumers through shows, online, in shopping centres and on their own farms.

Potato Council chairman, Allan Stevenson, said: "Consumers eating habits are changing. Faced with more food choices, less time and less knowledge, younger consumers, in particular, enjoy a wider range of carbohydrates, which presents a challenge to potatoes.

"Versatility, convenience and natural healthiness are strong messages to encourage more people to cook and eat potatoes, but sustainability and local produce are also generating more interest than ever before. That's why we believe the people at the very heart of the industry, potato growers themselves, are ideally placed to showcase why potatoes should be a regular choice for every shopper."

Yorkshire Potato Ambassador, Ben Sykes, added: "I'm delighted to be part of the team. It is really important that we all take responsibility for the future and work together to ensure that potatoes continue to enjoy healthy demand."