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Boosting the GB Potato Industry


National Chip Week returns for its 20th annual celebration in 2011. Taking place from 21 to 27 February, the popular calendar event will once again support consumption and sales of chips and potatoes.

Since it started the Week has grown beyond all expectations. It now generates a staggering amount of press coverage annually equivalent to 3.75 million advertising spend and has a positive impact across the chip shop, foodservice and retail sectors alike. National Chip Week 2011 looks set to be no different, with an array of activity planned to maximise awareness.

Kate Cox, Potato Council Marketing Executive, said: National Chip Week is a successful marketing platform as a result of the continued backing it receives from industry, as well as retailers, chips shops, pubs other catering establishments. One in four of all GB potatoes are made into chips, so the Week continues to provide support for this significant sector of the market.

Originally introduced to increase demand at what was a traditionally quiet period, National Chip Week has the potential to generate an uplift in sales, which can be sustained after the week has ended. In addition, it is a fantastic way to highlight the versatility of potatoes and demonstrate that chips can be eaten as part of a balanced diet. All sectors of the industry involved with chips; from fresh, frozen to foodservice can benefit from the impact of the Week.

A key focal point for the 2011 campaign are the National Chip Week Excellence Events; workshops which are to be held in key locations around the country during January, to support chip shop activity. These events have been introduced following feedback from merchants about how activity can be developed to maximise business benefits.

Kate added: As part of these events, we are working with potato merchants to provide valuable advice for shops, so they can increase profitably and reduce waste, while serving up a portion of chips that customers will enjoy.

This is an area that we know growers and packers are keen to highlight, particularly as choosing the right variety, buying quality potatoes and having the correct storage and processing facilities in place is crucial to delivering customer satisfaction and making the best returns.

There are, of course, many ways for industry to support the Week, starting off by publicising the dates to your customers. Chip recipes to suit all audiences, facts and nutritional information are also available from, which can be used alongside the National Chip Week artwork in marketing literature. Of course, your own promotional activity can also tie in with the National Chip Week consumer campaign.

All new for 2011 is Chip Factor, combing the nations love of chips and singing. We are asking the nations chip lovers to sing for their supper, for the chance to win a plate of chips anywhere in the world. Consumer will be encouraged to record their own chip-themed song and upload it to In addition, the Chip Report will delve into chip-eating habits and trends to deliver a snapshot of the nations unique and quirky love affair with chips and to drive positive news coverage.

Ultimately National Chip Week celebrates chips in all their forms from frozen wedges to chip shop chips. For more information on taking part in National Chip Week 2011 please contact Kate Cox, Potato Council marketing on 024 7647 8776 or email

Potato Council, supporting the potato industry, is funded by potato growers, purchasers and processors. Potato Council is a division of the Agriculture and Horticulture Development Board (

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