The Minister for Agriculture, Food and the Marine, Simon Coveney TD and the Minister of State Tom Hayes TD have welcomed the EU Commission decision to approve 50% EU co-funding for ‘Potato Potential’, a €4.3m programme to promote Potatoes on the Irish and UK markets. The Ireland segment is worth €1m over three years and was developed by Bord Bia in conjunction with the IFA and the Irish Potato Federation.

Commenting on the Commission decision, Minister Coveney said “I am delighted to see the EU recognition and financial support for an industry programme to raise awareness among Irish and British consumers of the versatility and nutritional value of the potato.  The sector is investing its own funds over three years in the campaign, which will be managed in Ireland by Bord Bia. This programme can deliver valuable home market opportunities and provide the industry with the confidence to grow. “

The Potato Potential programme will inform and educate consumers, through key opinion influencers together with highly targeted activities demonstrating that potatoes are convenient, versatile and can be used in innovative ways suitable to our modern lifestyle. The measures financed can consist of public relations, promotional or publicity campaigns, highlighting the advantages of EU Products. The Department has committed 9% of the programme budget.

Minister Hayes highlighted that “A fund of over €60m is available annually under the EU promotion regulation to promote agricultural produce. I would encourage industry to sponsor further joint promotion proposals. We can be proud of our quality, food safety, animal welfare and environmentally friendly production methods. Promotion campaigns such as Potato Potential enable us to showcase these attributes on the European and world stages and we welcome more such campaigns ”.

Note for Editors

The potato promotion strategy aims to halt the decline in sales and consumption of fresh potatoes, to generate market growth and to increase awareness that potatoes are both healthy and nutritious. The Department of Agriculture, Food and the Marine is exceptionally providing 9% of the three year budget.

This campaign is being implemented under EU Council Regulation 501/2008 on funding generic promotion and information programmes for agricultural products in the EU. Programmes are funded 50% by the EU, 50% by a trade organisation representing the sector being promoted. Member States may contribute funding, but it is exceptional rather than the rule. In all, 41 new programmes to promote agricultural products in the EU and on Third Country markets, were approved.

A new regulatory framework will come into effect on 1 January 2016. It provides for a higher budget, simplified procedures, a new agency to manage the area and the promotion of seafood products as part of a ‘basket of food’ approach

View this Press Release as a PDF: DAFMPR 70/2015 (pdf 136Kb) 

Date Released: 22 April 2015