Younger consumers are being targeted as part of a £1m campaign to promote Jersey Royal potatoes.

The trade and marketing campaign, which will see the potatoes back on TV after a two-year break from next Monday, will have a lifestyle focus aiming to appeal to 25 to 44-year-olds.

The campaign will promote the Jersey Royal as a vintage potato with the strapline ‘Jersey Royal New Potatoes. Remarkable Good Taste’.

The ads will run across all terrestrial channels as well as some satellite, as well as being backed by press ads in women’s consumer press and specialist food magazines. A new logo will
also be unveiled along with a website,, to back up the promotion along with a PR programme.

A departure for the industry has also been the formation this year of a new, integrated farming
company called Jersey Royal (Potato Marketing).

The organisation encompasses six of the island’s major growers, including Top Produce, JPMO and Farm Fresh and all of the previously competing marketing organisations. As a result, this season it will supply 100% of the island’s multiple and wholesale customers in the UK, covering around 2,700 acres of land and employing 230 staff.

Managing director Tom Binet said that the new business would utilise equipment more efficiently, would have better control of land rents, reduced packhouse costs, greater buying power and lower administration costs.

n The UK’s earliest new potato has now been officially branded. A new brand identity for the Cornish Early has been launched using the Cornish flag of St Piran and can only be used by West Cornwall growers.
Ed Bedington