1. Delivering on tiers Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry

2. Campaign issue Survey Success / outcome Messages Tactics Delivery Stakeholder discussion Survey Campaign team Science review Agronomists Supply chains Press Hard copy etc. Workshops Industry events R&D GROWERSGROWERS Feedback Achieving buy-in

3. Fixing Priorities pasta & rice threat continual disease Dickeya Water resource s PCN bruising CIPC good soil availability over supply storage challenges skills shortage compaction imports perception issues blight market price issues energy costs overseas competition MRLs climate change input costs regulation young consumers health issues Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry

4. To create the agenda Agronomy Seed & Uniformity Soil & water Harvest & Bruising Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry Storage sproutingenergy Best practice Pest & Disease BlightAphidPCN EU water & pesticide legislation Grower collaboration Marketing Sutton Bridge services

6. 13 local detail…local interest Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry

7. but with robust scientific and financial outcomes Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry A2 A1 12 4 6 7,8 5 12 2 3 10 13 misc. 74138 73 899 Isolate no. 1452

9. Researcher/grower interface Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry Hermes area97 ha Total saving in seed54 t Total saving in seed £13,500 (with seed @ 250/t) Total saving in seed£139/ha Total saving in N4.97 t Total saving in N£4970 (with N @ £1/kg) Total saving in N£51/ha

10. Ruthless pursuit of excellence

11. Backed up with detailed records Record keeping is key:- Reviewing and cleaning is ongoing Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry

12. What have we learnt The big campaigns –Distance us from the R&D pipeline (positively) –Engender measurable change in behaviour –Allow transparent “buy-in” –Create their own technical resource for exploitation –Create a platform for detail Getting the pitch right remains a challenge –But at least we can be equitable (or equally unfair to all!) 1:1 with researchers repairs the pipeline (when needed) We had to “toughen up” KPIs for partners & researchers Record keeping remains vital Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry

13. Seeing is believing Potato Council is a division of the Agriculture and Horticulture Development Board Supporting the British potato industry