Spuds will be promoted as healthy and providing a rich source of carbohydrates and vitamins.

Set out at British Potato 2009 in Harrogate, the marketing strategy is designed to sustain demand for the potato in an ever broadening food market and forms part of a wider plan to keep the industry strong.

The Potato Council aims to improve competitiveness by better crop and business management; leverage the importance of the potato; exploit high value seed markets and to act as the industry voice to meet and manage environmental and regulatory requirements and help raise the skill base.