Greenvale Sparks a Spud Shake-Up with Bold Consumer Challenge

Experts at Greenvale – one of the UK’s largest growers and suppliers of fresh, processing and organic potatoes – are tackling consumer habits, with the launch of Golden Kings' 'Move Over Maris' campaign.

Greenvale and Golden Kings recognise that many consumers would struggle to identify different potato varieties just by looking at them, but with this comes a disconnect to where our food comes from and a lack of understanding about how much sweat and science it takes to keep potato varieties growing happily, and meeting demand.

Golden Kings has launched ‘Move over Maris’, alongside Great British Chefs, to amplify the message about embracing newer, great tasting, high performing varieties that are also climate friendly. With newer varieties requiring less irrigation, less chemical pest management, and offering greater consistency, as well as higher yield, consumers are being encouraged to trade up. Via the campaign, Great British Chefs and a series of influencers will be trialling new varieties to make some innovative and classic British dishes.

In addition to promoting an increased awareness of potato origins, the ‘Move Over Maris’ initiative aims to inspire consumers to experiment in the kitchen, using the full potential of up-and-coming varieties. This focus on diversity reflects the growing necessity to adapt to shifting climate conditions, ensuring that potato farmers can remain resilient and produce a consistent, quality crop.

By highlighting the benefits of these modern varieties, Greenvale and Golden Kings hope to spark curiosity and drive consumer demand for sustainable, versatile options. Their commitment underscores the importance of preserving the nation’s potato heritage while proactively embracing more resource-efficient, climate-adaptive solutions.

Katy Pook, Brand and Marketing Manager at Golden Kings, a Greenvale brand, said: “As an industry we understand the challenges posed by climate, pests such as PCN, growing conditions and impacts to yield, but consumers do not. It is vital we start the conversation so shoppers can recognise that behavioural change is needed to continue to meet potato demand in this country.

“We need the support of professionals and industry voices to do this, so we're delighted to have Great British Chefs on board to spearhead this campaign.”