Seasons Best Italian Potatoes

Posted: 09 November 2012
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Branston, Tesco's largest packer and supplier of potatoes, is once again at the forefront of bringing UK consumers their preferred spud. From the 12th November, for a few weeks only, Tesco customers will exclusively be able to tuck into ‘a fluffy skinned new season potato' this time courtesy of the Italians.

In order to halt the natural winter decline of loose new potato sales, Tesco has reinvigorated the category by working with its supply base to source fluffy skinned loose potatoes all year round to meet consumer demand. As part of this program Tesco will be introducing Italian new potatoes to its portfolio sourced exclusively by Branston.

Working in partnership with potato specialist Giuseppe Distaso in the Puglia region of Italy, Branston will deliver 500 tonnes of Italian Elvira potatoes after the traditional British new potato season offering UK consumers their preferred fluffy skinned spuds for longer. Research shows that once the skins become set and no longer fluffy towards the end of the British summer season, sales can decline.

"Our crop is handled with absolute care to ensure that it arrives to the Tesco customer in the best possible condition. All potatoes are hand lifted to protect their delicate skin, then size graded prior to leaving Italy which is when the skin ruffles" comments Giuseppe Distaso. Andy Blackett, Tesco Senior Buying Manager comments: "We're determined to source the best new potato crop available from around the world for our customers as we now know exactly what they like.

"Last year the strategy paid off as we attracted 37% more customers to the loose new category compared to the previous year. This season we're going one step further by launching a 1kg Finest branded Season's Best Italian box for customers who want the added convenience of a washed and packaged product.

Tesco stores nationwide will be showcasing the loose Italian potatoes in special Italian themed branded trays, supported with recipe leaflets and Italian branded paper bags. In addition customers can also purchase the Tesco Finest "Season's Best" 1kg boxes for the 'cream of the crop' price of £2.50.