Chip sales are on the up according to AHDB Potatoes, and the emphasis for the annual Chip Week celebrations has been turned into a year-round effort to build skills and improve quality.
The move will see a shift in emphasis from a consumer-facing campaign into a wholly trade-focused initiative.
Kate Cox, marketing manager for AHDB Potatoes, said: "While Chip Week has been a real success story, spanning 24 years, it has run its course and there is now a need to take a different approach.
"The quick service food industry is changing and there are more outlets and food choices than ever before. This means customer satisfaction and loyalty is even more crucial to remain prosperous. The change to a business-to-business strategy means our focus will be on delivering consistent chip quality year-round, so customers are more likely to be served great tasting, perfectly prepared chips at every visit, increasing their propensity to return. As we know in today's highly competitive food sector, success ultimately comes down to delivering consistently great products."
A new, dedicated ‘Chip Skills' portal is live, which is primarily aimed at the chip shop sector.
It also features best practice advice and information on potato management with buying and storage tips, a guide for the best chipping varieties with minimum specifications, and downloadable artwork created in collaboration with AHDB Potatoes, Seafish, NFFF and NEODA, highlighting tips for healthier chips.
"While it is sad to move away from the much loved Chip Week, we are doing so confident in the knowledge that the industry remains extremely well supported," added Cox.
"Both National Fish and Chip day, run by NEODA (National Edible Oils Distributors' Association) in conjunction with Seafish and NFFF, as well as Seafish's National Fish & Chip Awards are two very high profile campaigns, which secure a high level of awareness and positive messages about the chip industry."
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