Europe has unveiled a €3.2 million initiative, named “Potatoes Forever!“ It is aimed at educating the public about sustainable practices within the fresh potato industry. The campaign, set to span three years, will primarily target France and Italy.

Potatoes have long been cultivated with an emphasis on sustainability. Professionals in the sector have consistently worked to ensure that these tubers are not only delicious but also produced with minimal environmental impact. This includes efforts to protect biodiversity, conserve water, and employ crop rotation techniques that preserve soil health.

Now, the “Potatoes Forever!” campaign seeks to bridge this knowledge gap. Funded 80% by the European Union, the initiative aims to spotlight these sustainable methods and inform European consumers about the dedication and commitment behind their favorite spud.

The campaign focusses on the potato’s versatility, nutritional value, and year-round availability. As consumers become increasingly discerning about the origin and production methods of their food, there’s a growing demand for transparency. This initiative responds to that demand, shedding light on the sustainable practices that have been integral to the potato sector for years.