FDBusiness.com

Well-known Irish TV nutritional expert and dietitian, Aoife Hearne, will be dishing up a fresh look at Ireland’s favourite vegetable as the new Campaign Ambassador for Bord Bia’s ‘Potatoes: More Than A Bit On The Side’ promotional campaign. The three-year campaign, aimed at encouraging consumption of the potato in Ireland, especially among younger consumers, is co-funded by the EU, Ireland’s potato industry and the Department of Agriculture, Food and the Marine.

In her role as Campaign Ambassador, Aoife Hearne, a registered dietitian and member of the Irish Nutrition and Dietetic Institute, will support the ‘Potatoes: More Than A Bit On The Side’ campaign through a series of media events, blogs and video posts.

96% of Irish families still buy potatoes spending €163 million on them in 2015 making them the number one carbohydrate source purchased, but consumption has been falling in recent years particularly by the under 45s, many who mistakenly perceive potatoes to be a fattening and uniquely traditional food.

Aoife Hearne says: “It’s really important that we dispel the myth that potatoes are fattening, when that is just not the case. Potatoes provide Irish people with a very important source of carbohydrates, which are essential for our bodies and particularly for brain function. Potatoes are a naturally fat and gluten free, a great source of fibre, Vitamin C and a variety of B vitamins. They also contain three times the amount of potassium of bananas.”

She adds: “Potatoes are an unprocessed carb, an ideal way to provide the body with energy. Potatoes are a natural food, both versatile and delicious, making them a great food to include into the diet for all ages.”

Lorcan Bourke of Bord Bia comments: “We’re looking forward to working with Aoife on this campaign and to challenge the perception, particularly amongst the younger age groups that potatoes are fattening. Having Aoife on board will help to build awareness of the health and nutritional benefits of potatoes. We’d also encourage people to be more adventurous in their use of potatoes by trying out a wide selection of quick and healthy recipes on the campaign website www.potato.ie there’s plenty of choice of potato recipes from all over the World.”

Over 60 recipes from around the world are currently available on the website highlighting the versatility and nutritional benefits of the popular tuber. All are quick to prepare in under 30 minutes and contain between 300 and 500 calories.