POTATO growers will soon have convenient access to consumption trends thanks to Potato Tracker: a recently launched market research project to take place during the next year.
The Potato Tracker project will survey consumers through online questionnaires then distribute the data to growers and industry through a monthly report.
The project, funded by Horticulture Australia with matched funds from the Australian government, will be conducted by research agency Colmar Brunton.
Ausveg spokesman Andrew MacDonald said the Potato Tracker project had been designed to gain a better understanding of consumer habits.
“The reports are designed to give useful and serviceable knowledge and analysis to those associated with the potato industry, in a user-friendly, comprehensive format that is easy to understand,” Mr MacDonald said.
“The reports will provide broad findings on potato variety awareness, consumption trends, consumer expectations, triggers and barriers to purchase, and innovation trends on a global scale.”
Mr MacDonald said the project would mean growers would benefit by identifying target areas for development.
He said it would also serve to expand industry knowledge of global innovation in the potato industry – and thereby point to expansion opportunities.
“Australian growers have always shown a keen interest in new developments and taking advantage of potential growth areas within the market,” he said.
“It is hoped the Potato Tracker project will provide the industry with tangible analysis and trend evaluation, to allow Australian potato growers to continue to thrive.”
Southern Tablelands potato grower Luke Bartlett, Brookland, Brayton via Marulan, NSW knows all about the importance of keeping up with consumer trends.
He sells his potatoes through various avenues, including the Canberra, Bulli and Kiama farmers’ markets, to a produce store in Goulburn and to restaurants.
Mr Bartlett grows about 25 varieties of potatoes, including which include Dutch Cream, Sebago, Pontiac, Kipfler, and gourmet varieties.
Given potatoes were such a main staple on customers’ grocery lists, he said it was important to know what varieties buyers were seeking.
“We have to grow what people want to eat,” he said.
He said an information program such as the Potato Tracker would be a good resource for growers.
“It is nice to know what is happening in the market.”
Mr Bartlett, a fourth generation potato grower, said he believed consumer trends were often driven by what appeared in food magazines or on cooking television shows.
Nick Heydon
The Land's property editor.
The Land's property editor.
