Bord Bia, the agency responsible for the promotion of potatoes, is aware of the reduced consumption of potatoes by younger consumers, primarily because potatoes are not regarded as a ‘convenient food' in terms of meal preparation. To redress this trend, Bord Bia has engaged in various promotions, including a ‘Best in Season' campaign, and a specific initiative at the end of 2009 to promote potato consumption.
In addition, all of the main stakeholders in the potato sector have been involved, since 2008, in campaigns to encourage primary schools to grow potatoes. The "Incredible Edibles" Programme which was introduced in 2009 and is co-funded by Bord Bia, was re-launched last month. The Programme aims to positively promote the role of fruit and vegetables in a balanced diet and to increase consumption of fruit and vegetables. Over 70% of primary schools have registered to participate in this year's programme.