Supermarkets have been blasted for inadequate labelling by the British Potato Council. The council's largest consumer research project yet found that 60% of shoppers would actively look for home grown products rather than imports. Kathryn Race of the BPC said: "Shoppers pick up a bag of potatoes assuming they are home grown ­ but they can be identified by a tiny label revealing the origin." This season growers will be lobbying supermarkets, including branch managers, to try and get their products given the best possible display and recording consumer feedback in the aisles. The British season lasts from May until July and accounts for some 260,000 tonnes, valued at £35m. Race also added that food miles were an issue as rival product came from as far away as Egypt and Cyprus. Meanwhile latest news from the British Potato Council is that the burst of good weather has speeded up planting with 53% of the crop in the ground. However the major regions of Kent and East Anglia are still between two to three weeks' behind in planting. Meanwhile some early Cornish crop has been lifted, mainly Premiere and Rocket making between £750-£900 tonne for 12.5kg bags. Token lifting will start in Pembroke next week. {{M/E FRESH PRODUCE }}