Mash is a smash again
They are Britain's staple diet – and now the humble spud is making a comeback. Sales of potatoes in the region are soaring as families become more health conscious.
One West Midlands farm revealed how spud sales soared 20 per cent each year over the past two years.
And nationally, £855 million a year is spent on them as shoppers expand their range to more and more expensive varieties. Total spending on all potato products comes to £1.5 billion once frozen, chilled, canned and other varieties are included.
Richard Simkin is owner of Essington Fruit Farm near Wolverhampton, which has been selling spuds for generations.
He said: "If you go back 20 years everybody used to have potatoes all the time, but it declined as things like pasta began to make in-roads."
Mr Simkin said a new found desire for traditional, freshly produced goods – partly bought on by fears over obesity – had led to a new lease of life for potatoes.
"I would say that for the past two years, we've seen an increasing in potato sales of 20 per cent a year. People are genuinely interested in what they are eating and where it comes from.
"Most people get the bulk of their vitamin C from potatoes."
The survey, by market analysts Mintel, revealed how dehydrated potatoes such as Smash have enjoyed a 22 per cent sales upturn since 2004. Britons ate 13,000 tons of the dried mash last year – up from 11,000 tons in 2004.
The strength of the Smash brand and convenience of the dried product are behind the trend, Mintel said.
Shoppers' increased spending on fresh potatoes is said to be down to supermarkets launching more expensive varieties such as organic Maris Piper, Vivaldi, and ready to cook Parmentier potatoes.
Julie Sloan, from Mintel, said British-grown potatoes were set to become more fashionable because of rising concerns over food miles.
She said: "With potatoes on our doorstep there is little doubt that more modern carbohydrate alternatives such as rice and pasta cannot compete with the clear conscience shopping of buying home grown potatoes."
Britons spend £264 million per year on rice and £105 million per year on dry pasta.
