Farming Talk: Advice to put potato in fine dining league

The West Midlands Potato Day, held at Corfton Farms, Craven Arms, on June 20, was a huge success again this year.

More than 140 growers and industry representatives attended to engage with industry experts such as Neil Cameron from Bidwells, James Lee from Greenvale AP, Simon Griffin from SOYL, Philip Wright from Philip Wright Solutions and our own CIPC expert, Adrian Briddon from Sutton Bridge Crop Storage Research.

Getting the right product at the right time in the right store is key to the future of our sector, James Lee told us, emphasising that branding is starting to come to the fore with the likes of Greenvale Farmfresh Potatoes receiving substantial attention.

Drawing attention to the changing retail environment, he also emphasised the increasing importance of flavour to the consumer with some potato varieties not offering the best culinary experience. Potato Council head of communications Sharon Hall also examined the consumer perception of potatoes and how we need to develop so potatoes become less of a commodity.

On the industry wish-list is people discussing potatoes in a similar way to which they currently discuss wine with varieties being distinguished for complementing a particular dish or cooking method. This would really help the sector improve margins and, with it, sustainability.

We need to examine the varieties we are growing and ensure they are the most suitable ones for the land, so we can maximise saleable yield. This was backed up in Mr Cameron's talk as financial data shows the enormous impact that a small increase in sold produce can have on the overall costs of production.

Most of us in the sector are already aware of the challenges we are currently facing; such as price, risk, consumer education and retailer understanding, but we need to keep a sense of proportion. We recognise that rice and pasta consumption is growing at the expense of potatoes, but with the rise in population, if we maintain the current levels our industry will grow, we were told.

Another important message is that we need to fine-tune our agronomy, using the best tools for the job. We know that organic matter can impact on the uptake of nitrogen and more detailed understanding of soil, as well as nutrient mapping, means that we can apply nutrients to smaller areas that are lacking in particular elements, without applying it to the whole area. This not only maximises yield, but helps keep down fertiliser, labour and machinery costs.

Thanks to the magnificent sunshine on the day, the George Moate Tillerstar was able to give an excellent demonstration of working the land, attracting great interest from everyone at the event.

We would like to extend a very great thank you to our host, Stephen Povall of Corfton Farms and partners of the event Greenvale AP and McCain Foods Ltd.

Chris Steele is a Potato Council technical executive