The Potato Council is targeting an additional £5.9m in annual potato sales by encouraging shoppers to trade up from standard ‘white potatoes’ to named varieties.

Launching in advance of this year’s Potato Week (7 to 13 October), a campaign will showcase named varieties such as Maris Piper.

The £5.9m is based on “key users of potatoes” trading up once a year.

Fresh potato sales stand at £1.23 billion [Kantar 52 w/e 7 July 2013].

“By encouraging mums to trade up just once during the year will deliver a real boost to the sector,” said Kate Cox, Potato Council marketing manager.

The campaign will feature author and TV personality Jo Pratt.