Consumers attach great importance to the environmental challenges facing the potato sector, especially regarding responsible production.

Potatoes are undoubtedly one of the most loved and eaten foods in Italy thanks to their versatility for cooking and their well-known nutritional benefits. However, compared with the past, consumers are now much more aware and informed. But how much do they actually know about the sustainability process of the potatoes they eat? Research conducted by Unapa, the Italian Potato Farmers’ Union (Unione nazionale tra le associazioni dei produttori di patate), which promotes the Potatoes Forever! project in Italy, asked a panel of about 1,000 consumers living in Italy, aged between 35 and 49 years old, in an online survey to find answers to this question.
 
This survey showed that potato production in Italy has a good reputation when it comes to environmental issues, including from the packaging used in stores. In fact, 61% of the consumers surveyed think that potato packaging is environmentally responsible. Furthermore, more than 7 out of 10 Italians attach importance to the production methods of the potatoes they buy, while 3 out of 5 Italians say they are willing to pay more for sustainably-grown and environmentally-friendly potatoes.
 
Moreover, Italian consumers attach considerable importance to the environmental challenges facing the potato sector, especially regarding the responsible production of this food. Even though the research found that consumers have reasonable knowledge about potato production, various sectors emerged that have room for improvement, such as technical aspects and the commitment to protecting the environment. This shows that we need to focus our communication efforts on these issues, partly in response to the interest shown by consumers towards sustainable production methods in the sector.
 
While moving from production to consumption, the research results showed that about 80% of Italians eat potatoes at least once a week, and 97% of participants said they have complete trust in the products they buy. The main factors that influence their purchasing decisions include value for money in top spot, being a decisive issue for 53% of the consumers included in the research, while national sources are considered important by 45% of participants. 

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