Growers’ Input in a Changing Market Thomas Carpenter IFA Potato Committee Chairman

Changing Markets Supply & Demand Variations Increased Competition Retailer Price Wars Falling Consumption Import Substitution

Supply & Demand  Co-ordinated marketing with end user - o Volume contracts or Volume & Price contracts Producer Organisations - concentration of supply Pre-season - plan annual planting, yield & production volume

Supply & Demand Supply profile: early, main crop direct harvest, early season storage, end of ambient storage period and end of cold stored period. Establish & maintain annual market intelligence statistics & make use of these

Supply & Demand Targeted supply to consumer use - remove speculative nature of business Re-establish lost markets - salads, chipping, other processing Research required to produce agronomy blueprint - variety, nutrition, harvesting, storage Structured marketing required when production established

Competition from Imports Branding/Labelling Irish Potatoes Marketplace Inspection Department of Agriculture – legislative inspections Bord Bia – Quality Assurance Competitive Pricing

Marketing Structure required within the industry Re-educate consumer on key attributes - health, cooking, convenience Establish premium brands with controlled growing situations Annual medium/long term program for marketing potatoes

Quality Assurance Schemes Vital part of maintaining consumer confidence Ensure quality attributes & brand of potatoes - constantly monitored, no compromise Participation in quality assurance scheme - reward in farm-gate price