Reading Time: 2 minutes A decline in potato consumption has growers looking to lift the profile of the humble spud. While New Zealanders eat fresh potatoes more often than any other vegetable, many still see them as just a carbohydrate, rather than recognising their health and nutritional benefits. The consumer insights study from Potatoes New Zealand reveals that more than two-thirds of people eat fresh potatoes at least twice a week, and more than 80% enjoy them weekly. The research, launched at Potatoes NZ’s annual conference in Christchurch, was commissioned in the wake of a recent decline in consumption of potatoes, within the context of an overall decline in fresh produce consumption nationally. Potatoes NZ chef executive Kate Trufitt said despite their popularity, potatoes’ biggest barrier to increased consumption is perception. “To reverse this, we needed to better understand what is driving consumer behaviours and attitudes towards potatoes as a basis for moving forward. “Shifting public perceptions remains a challenge for the industry and one we are very committed to addressing.” Trufitt said as the research shows, while people love potatoes for their versatility and convenience, they tend to see them as a filling carbohydrate rather than a healthy, delicious and nutritious vegetable. “In fact, compared to other alternatives, fresh potatoes are a super healthy wholefood packed with vital nutrients. “As well as getting high-quality fibre and fuel to power the body, you’re getting a wealth of nutrients like vitamin C, minerals including potassium and essential B vitamins.” The research revealed that as well as being a versatile ingredient that is widely accepted in the household, potatoes satisfy different needs for Kiwis as a familiar “comfort food providing something for everyone making life easy”. While there are multiple different varieties available, agria is the most purchased variety, with most people buying loose or unlabelled packaged white potatoes. There is significantly greater knowledge of different varieties and their different uses among the more loyal consumers who eat them twice a week or more. “This presents a real opportunity for the industry to better showcase the multiple varieties, flavours and textures of potatoes that are available, and how they can be used to create exciting and delicious meals. “For those people who eat potatoes more often, they are tapping into the distinctive and refined flavours and textures of these different varieties and how they bring something extra special to a meal. “Ultimately, the comprehensive insights from this research have shown us where our priorities need to be focused, including shifting perceptions about the health benefits of potatoes, to unlock opportunities and growth.”