In August, Britain’s best-dressed spud debuted on grocers’ shelves in a distinctive bag that lets it preen for shoppers in all its glory.
The star is Jazzy, a new potato breed grown by five farmers in Cornwall, Norfolk and Lancashire. Small potatoes are a mainstay on English tables, and Jazzy features “a shallot-type flavor but better looking, with a really good, waxy shine” and an oval rather than round shape, explains Will Beeson, director-sales & procurement at Preva Produce Ltd., which washes and packs Jazzy. To help Jazzy show off, Preva selected a paper laminate film that provides a window to the bag’s contents while also supporting graphics, including a top hat-wearing potato.
The bag is an example of Amcor Flexibles’ Panorama packaging, according to Amcor’s David Mayers, sales manager-fresh produce. A 500g red bag and 1kg (2.2 lbs.) green bag are distributed through the 4,000-outlet Co-operative Food stores. Seeds for the new variety were provided to the co-op’s growers.
Jazzy potatoes for foodservice are packed in 10kg boxes with similar graphics but no window.
One- and two-pound bags are common for small potatoes in Britain, Beeson says, and the Panorama package was chosen “to give it some personality and brighten up the potato segment.”
For more information:
David Mayers, Amcore Flexibles Europe & Americas, 44-7966 536394, david.mayers@amcor.com
