Social media ‘influencing growing interest in potatoes’ – Bord Bia

Social media and digital food trends are driving a growing interest in potatoes, according to Bord Bia's horticulture team. From the classic jacket potato to Courtney Cook Bales' viral cheese-stuffed sweet potatoes, social media users have been exposed to these new trends on their feeds in recent months. The humble spud is not only versatile and widely available but also recognized for its health benefits, such as being a significant source of vitamin C, B6, and fibre.

Bord Bia's horticulture team shared with Agriland that new research indicates younger consumers are "significantly more likely to rely on digital inspiration." They over-index on recipes from platforms like Instagram and TikTok (37%), influencer advice (14%), and emerging tools such as artificial intelligence-generated menu ideas (7%). This highlights a fast-moving, trend-responsive audience and growing opportunities to reposition potatoes within modern meal solutions.

Despite the potential, the horticulture team acknowledged that there are ongoing challenges in maintaining and growing potato consumption. While Irish consumers strongly value fresh, local produce, consumption is hindered by routine purchasing habits, uncertainty about preparation, and concerns about food waste. These barriers mean potato consumption is currently below its potential.

To address these challenges, Bord Bia runs multiple campaigns promoting potatoes. The Best in Season campaign features recurring potato-focused promotions throughout the year, including new season potato launches like Queens and Roosters, traditional recipe activations, influencer partnerships, and seasonal promotions around key moments such as St. Patrick's Day, Christmas, and summer.

In addition to these efforts, Bord Bia organizes National Potato Day, an annual campaign that celebrates potatoes' taste, versatility, and nutritional value. By leveraging digital trends and engaging with consumers through targeted campaigns, Bord Bia aims to overcome the barriers to potato consumption and encourage more people to embrace this versatile and nutritious staple in their daily meals.

The rise of social media and digital food trends has undeniably played a significant role in reigniting interest in potatoes. As more people turn to online sources for inspiration, potatoes' versatility and health benefits make them a popular choice in modern meal solutions. However, it remains crucial to address the challenges that limit potato consumption, such as routine purchasing habits and concerns about food waste. Through strategic campaigns and initiatives, Bord Bia is working to reposition potatoes as a key ingredient in contemporary Irish diets.