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 is 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 this positive trend, the horticulture team noted ongoing challenges in maintaining and growing potato consumption. While Irish consumers strongly value fresh, local produce, consumption is held back by factors such as 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 celebrating potatoes' taste, versatility, and nutritional value. By leveraging digital platforms and creative 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 growing influence of social media and digital food trends on potato consumption is a testament to the platform's power in shaping culinary preferences and driving demand for certain ingredients. As more people discover new ways to prepare and enjoy potatoes, the future looks bright for this humble vegetable. However, it will require continued efforts from industry stakeholders, including Bord Bia, to ensure that potato consumption reaches its full potential.