The Potato Council has launched a push to demonstrate that potatoes are an inexpensive way of creating nutritious and tasty meals. The campaign, which will continue to run under the Love Potatoes banner, has recruited chef and food archaeologist Alan Coxon to create a range of affordable dishes. Coxon will go on tour, backed by a range of PR activity.

However, potato sales were being hampered by consumers’ misconceptions that the vegetable is fattening and takes too long to cook, the Potato Council warned. Although consumers claimed they would buy more potatoes to reduce their weekly food bills, the vegetable was becoming increasingly restricted to weekend meals, as shoppers were not confident about cooking it, said Potato Council marketing director Kathryn Race. Potatoes were one of the top ten most thrown-away foods, she added.