Co-funded by the Creative Europe Programme of the European Union


About the campaign

Fresh potatoes remain Europe's most popular main meal carbohydrate and are deeply anchored in the food habits of the European Union. However nowadays they face two main obstacles:

  • A long-term decrease in their consumption;
  • And a stagnation of their image as a traditional food.

This trend has led to a decrease of potato consumption among the different age groups, especially in people between 18 and 34 year old living on their own, co-habiting or with young families.

To slow down this consumption trend, Bord Bia, Europatat and VLAM are running the inspiring campaign “Potatoes, prepare to be surprised – Europe’s favourite since 1536”. This joint initiative, which is co-financed by the European Commission under the EU Promotion policy, will run until December 2025 to encourage the consumption of fresh potatoes among millennials. The message of the campaign is clear: potatoes fit in a modern, healthy and sustainable lifestyle because they are a tasty, versatile and have good nutritional and health benefits!

The campaign’s backbone is Instagram, where you will find surprising and exotic potato recipes and other tips and tricks on how to easily integrate potatoes into your daily lifestyle. We are also active in the following social media sites, follow us!


For more information on the campaign and our activities please contact:

  • VLAM:

Katrien De Nul

  • Bord Bia:

  • Europatat:

Berta Redondo

Lekker van bij ons Bord Bia European Potato Trade Association