Rudolph red bucks sales trend

Friday 17 February 2012

Despite new research showing sales of red potatoes have taken a hit, one British grown variety continues to go from strength to strength.  Following Fenmarc’s commitment to invest in a PR and marketing campaign for its exclusively grown variety Rudolph, sales are up year-on-year, with a staggering 188% increase in the week prior to Christmas.

A Potato Council report released this month showed that volume and value sales of red potatoes were down 26.5% and 22.5% respectively in last quarter of 2011. In stark contrast, this season’s sales to date of Rudolph potatoes are up 57% compared to the same time last year.

Jo Giggs, Fenmarc said: “It’s great news that Rudolph potatoes sales continue to grow, especially at a time when reds in general have shown a bit of a downturn. Rudolph has also been a variety we’ve believed in and invested in, so we’re delighted to see our work is paying off.”

The sales increase for Rudolph comes amid a marketing campaign that has included: a new brand and strapline – All tastes catered for – created for Rudolph; launch of a new website and twitter feed; deliveries of new season Rudolph to media and chefs; and a tasting day at Tuddenham Mill, Suffolk, with Observer Food Monthly Young Chef of the Year Paul Foster.  The campaign has been shortlisted for Trade Marketing Campaign of the Year at this months Grower of the Year awards.

All activity focuses on differentiating Rudolph potatoes from other varieties on the market. With its distinctive red skin, this premium red maincrop potato is extremely versatile and reliable, delivering equally good results across most cooking methods.

Jo Giggs added: “Rudolph’s quality has already been recognised by the industry, winning gold in the vegetable category at the True Taste of Food & Drink Wales Awards and being highly commended in the fresh produce category at the Quality food Awards. This sales increase shows that consumers have recognised the quality of Rudolph too.”

For more information on Rudolph potatoes visit www.rudolphpotatoes.com, follow us at www.twitter.com/rudolphpotatoes or contact:

For further information please contact:

David Gough or Kathryn Race

Ceres

T: 01189 475956

E: rudolph@ceres-pr.co.uk     

For sales enquiries please contact Fenmarc on: 01354 662 400 

Editors Notes

1. About Fenmarc (www.fenmarc.com) - Fenmarc, a leading fresh potato and vegetable grower and supplier was established as a farming co-operative over 40 years ago by growers across East Anglia. The business is now privately owned, with sales in excess of £80 million. Fenmarc is established as one of the leading fresh produce suppliers in the UK, employing over 400 colleagues. 

2. About the seed - Last of the breeding programme in the UK by Agrolon (before Agrico purchased the Agrolon seed business in UK approx 10 years ago). The variety was listed by Agrico in 2007 who own the copyright until 2037. The initial cross was made in the late 90’s from a crossing of Chieftain x Stirling. Stirling was a strong parentage variety with strong resistance to blight, which Rudolph has subsequently inherited.

There are currently 14 growers producing circa 1000 tonnes of seed for Agrico UK, both in England and Scotland, from high grade to commercial production. The seed is mainly grown in the region of Angus, Fife, Perthshire & some high grade in Aberdeenshire & Morayshire. There is a small area in Yorkshire where the crop is also being grown, which Agrico UK are hoping to expand year on year. Rudolph has also had promising results with organic trials.