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.”
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