Belgium’s potato sector is mobilising a coordinated direct-to-consumer campaign in an attempt to reduce mounting surplus stocks, following a season marked by high production and weak demand.

According to figures cited by Viaverda, approximately 860,000 tonnes of potatoes remain in storage across the country. These volumes are no longer being absorbed by the trade or processing industry, leaving growers with limited commercial outlets.

In response, sector organisations including Boerenbond, ABS, Belgapom, Belpotato.be, Viaverda and VLAM have joined forces to stimulate demand through a nationwide direct sales initiative.

On April 18, consumers will be able to purchase potatoes directly from participating farms across Flanders at a fixed price of €2 per 5 kg. Half of the proceeds—€1 per purchase—will be donated to Food Banks, linking surplus reduction with social support.

The campaign reflects the lack of viable alternative outlets. While some volumes are being redirected to animal feed or anaerobic digestion, these channels absorb only limited quantities and generate minimal economic return. As a result, a portion of the surplus risks being returned to the fields, raising potential plant health concerns.

Growers participating in the initiative will register through sector organisations and be listed via a central platform managed by VLAM, allowing consumers to locate nearby farms. Sales will take place directly from storage facilities, with no requirement for pre-packaging, further reducing handling costs.

Beyond short-term stock reduction, the campaign also aims to reinforce consumer awareness of locally produced potatoes and support the sector’s market position at a time of structural imbalance between supply and demand.