The pot.no is still the top carbohydrate, consumed in 96% of households and bought because it is natural, healthy, tasty, valuc-for-money and versatile. "Potatoes are a market leader and we sometimes forget that. They performed well in the recession and were a good value product that met consumers' needs." says Caroline Evans, head ol"marketing and corporate affairs at the Potato Council. "The defining characteristic of potatoes is thai they are natural and home grown. How they are grown is also increasingly important, with provenance high on the agenda."
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