EU campaign promotes sustainable potato cultivation and consumption

The EU has launched a three-year campaign promoting sustainable potato cultivation aimed at consumers aged 35 to 49.

Potatoes Forever! urgers potato industry stakeholders to adopt environmentally friendly practices and aims to make consumers more aware of sustainable practices. Through media partnerships and exhibitions at agricultural shows, Potatoes Forever! will emphasize environmental impact, climate change response and industry-wide participation, according to a news release.

The EU-funded initiative will promote soil health, water conservation and biodiversity as well as a smaller carbon footprint and reduced food waste, according to the campaign’s website.

An initial phase of the initiative used forums and digital interactions to gauge consumer knowledge and attitudes about potatoes, according to the release. Educational videos and influencer engagements will widen the initiative’s reach, according to the release.

The campaign aligns with the EU’s Farm to Fork strategy, which highlights sustainable growing and consumption practices throughout agriculture.