Albert Bartlett has partnered with Kate Hardcastle in a campaign to put potatoes back onto every UK dinner table.
The brand has announced an ongoing partnership with the celebrity consumer champion to help the public both eat and budget better, with the help of the potato.
Data has shown that fresh potato purchases have dropped from nearly 1.5kg per week in 1974 to 320g currently, Albert Bartlett said, despite potatoes being rich in potassium, vitamin C, vitamin B6 and fibre.
Hardcastle will take up the role of the consumer voice and work with Albert Bartlett on its mission to ‘Make Mealtimes Matter’.
The activity is designed to deliver three tangible outcomes for the brand, including deeper consumer trust, greater relevance at point of choice and stronger authority in everyday eating.
The business said Hardcastle was perfectly placed for the role, having appeared on over 1,000 primetime TV shows, many of which were about food budgeting, food waste prevention and education on shopping habits.
“Feeling confident about food shopping matters more to households than ever. People want ingredients that are dependable, versatile and genuinely good value,” Hardcastle said. “Potatoes have always earned their place in the kitchen for exactly that reason.
“As a working parent, I rely on foods that can move effortlessly from a simple baked supper to a proper Sunday roast, a comforting mash, or something a little more indulgent like chips. They’re one of the few staples that support real life – adaptable, satisfying and able to feed everyone well without fuss.”
The new partnership will launch next week with Hardcastle focusing on “convenience culture” and the nation’s lack of cooking skills.
“We’re living through one of the longest budget squeezes in history, so while paying out for fast food may seem like a quick fix, it damages household finances in the long run,” said Hardcastle. “It’s also far less healthy than cooking at home.”
She added: “Potatoes are one of the most flexible, filling, affordable bases for real-life eating – and can be cooked more quickly than it takes for your takeaway to arrive – so we’ll help educate everyone to make the most of quality UK spuds and make mealtimes matter.”
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