BRANSTON

PRESS RELEASE

FINAL

CORNISH NEW POTATO SEASON COMMENCES IN TESCO STORES

CORNISH New potatoes, the UK’s first mainland new potato crop of the year, are signalling the start of summer for Tesco shoppers this week as they launch in local Cornish stores through potato supplier Branston, followed by a nationwide roll-out from 20 June.

The movement to ‘buy British’ is growing at an exponential rate, due to increases in both consumer awareness and the desire for knowledge of where and how the food on their plates is being sourced. When surveyed, 60% of shoppers agreed that they try to buy British food whenever they can, 76% agreed that it is important to support British farmers and 45% think that British food tastes better[1].

“We know consumers love the fact that these potatoes are freshly harvested and brought to store in the shortest amount of time possible, which is one of the major appeals of seasonal potatoes for shoppers,” said Penny Francis, head of category at Branston.

“As soon as the potatoes reach the right size they are harvested and packed as quickly as possible at our site in the South West to ensure the incredibly fresh taste consumers have come to love.

“Harvesting just after the plants have flowered, while the skins are still thin and fluffy gives that traditional New potato texture and a mild, slightly sweet flavour. Customers are also attracted to their convenience and versatility; there’s no need to peel them, so they are very quick and easy to prepare.”

Penny added: “To bring the freshest and tastiest potatoes to Tesco shoppers, we work very closely with our Cornish growers – many of whom are third, fourth or even fifth generation growers – to ensure that the New potato crop is ready at the optimum time.

“It’s fair to say that the particularly turbulent start to the year we’ve experienced weather-wise has presented an unusual challenge to our Cornish growers. Rather than having their early New potatoes planted in January and February, they really have been at the mercy of the weather and have had to time planting the seed potatoes very carefully whenever the land has been dry enough - and not blanketed under a layer of snow!

“It’s a testament to the hard work, commitment and incredible intuition of our growers and agronomists that collectively we have been able to overcome this and still deliver on time a fresh, tasty crop for consumers to enjoy.”

Cornish New potatoes will be available in Tesco stores in 750g packs and as a loose option both online and instore until early August.

To inspire the general public and champion seasonal potatoes’ health, versatility and affordability, Branston has launched a consumer initiative; Seasonal Spuds. The dedicated website and social media channels host recipes for seasonal new potatoes, as well as competitions and information about the nation’s favourite vegetable.

For more information, visit www.branston.com or www.seasonalspuds.com

ENDS                          

For more information, contact Emma Houghton, Stephanie Marshall or Rosie Needham-Smith on 0115 853 2110 or rosie@cartwrightcommunications.co.uk.

EDITORS’ NOTES:

Branston

Branston is one of the UK’s leading suppliers of potatoes - for leading UK retailers and wholesalers - as well as providing seed for potato growers. It has sites in

Lincoln, Scotland and the South West, with Lincoln also being the home of its award-winning prepared foods factory. For more information, visit www.branston.com

[1] (Source: Lightspeend GMI/Mintel)