ne of the UK’s leading potato suppliers, is working with Sainsbury’s to ensure the return of British Gems baby new potatoes, which will be available in Sainsbury’s stores across the country, all summer long.Sold exclusively through Sainsbury’s as part of its ‘Taste the Difference’ range, British Gems with their buttery taste, firm texture, thin skin and golden colour are the variety to take over from Jersey Royals now that their season is drawing to a close.
Grown in the fertile soil of Shropshire, Norfolk, Suffolk and Cornwall, British Gems are harvested and in-store within 48 hours.
GreenVale farmer Nick Taylor is one of a small number of growers across the UK who grows British Gems.
Having grown potatoes all his life, Nick acknowledges that the crop is difficult to cultivate but is convinced that they are worth the work, he said:
“This is the fourth season that we have grown British Gems.
“I plant them from February to June in sequential plantings which ensures they are available from early June right through to the middle of October.”
Sainsbury’s is supporting the return of the potatoes with a marketing campaign incorporating in-store and online activity including six-sheet posters in the carparks of around 200 stores from 23rd June.
There will also be point of sale in 298 stores.
Customers can also try out the potatoes when Sainsbury’s will be offering in-store sampling for a week from 16th July.
Alongside a double page spread in Sainsbury’s Live Well for Less magazine, British Gems potatoes will also be the focus of a brand new microsite on www.sainsburys.co.uk when it is launched this summer.
Including a feature on growing and harvesting, recipes and a video of facts about the crop, customers will be able to find out how these potatoes have made it from field to fork.
Taste the Difference British Gems baby new potatoes are available from Sainsbury’s stores nationwide in 1kg bags for £3 from the beginning of June.
Greenvale handles 500,000 tonnes of potatoes every year and has been a major supplier to Sainsbury’s for over 40 years.
Operating from state of the art packaging facilities strategically located across the UK, it aspires to deliver high quality potatoes day in day out to its customers.
