Supermarkets are set to throw their weight behind Jersey Royal potatoes this month as the short but much-anticipated season reaches its peak.

Retailers are expected to launch high-profile in-store campaigns to promote Jersey Royals. M&S, Tesco and Sainsbury's have already publicised the crop, which appeared on shelves as early as March. Supplies come from the two main producers, The Jersey Royal Company and Albert Bartlett. The former has at least a 70% share of the crop and supplies most of the major retailers, with Bartlett supplying most of the remaining potatoes to Sainsbury's, Somerfield and Booths. Both companies have invested millions in the past year upgrading packing facilities.

The island’s growers are reporting a good-quality crop, despite cold and wet weather in January initially putting production behind schedule. There are hopes that last year’s 28,500 tonne export crop, which had a retail value of £24m, could be exceeded.

Jersey Royals are touted as a particularly versatile variety that are highly regarded for their taste and nutritional quality. They are a good source of complex carbohydrates and vitamin C, and are low in fat.