More than 100,000 consumers will be given the opportunity to road test sweet potatoes as part of the travelling road show.
Tasters will be given a McCain coupon book including three 50p coupons.
A competition, where entrants describe their perfect dinner party with a prize of a celebrity chef cooked dinner awarded to the best, will also be launched.
A new #edition of @PotatoEurope has now ended. We hope everyone has had a #greatshow #Potato #Business http://t.co/xGrt4N4J8F
#Day2 of @PotatoEurope is ready to start in sunny #Tournai Have a great show everyone! #Potato #Business http://t.co/QEvOQV9Jgd