An industry with the size and diversity of the British potato sector should be prepared to back an awards scheme that recognises those who have made a significant contribution to its development, says Nick Vermont, McCain chief executive officer for Great Britain, Ireland, South Africa and Eastern Europe.
As the industry globally heads towards the second half of the International Year of the Potato, Mr Vermont feels the timing could not be more appropriate to raise its image on the home market through recognition of the Potato Council's British Potato Industry Award, introduced in 1997.
"The international programme was designed to raise the profile of the potato globally as an effective, efficient and nutritious source of food for the Third World. At a time of concern over food supplies and price inflation generally it also has implications for the Western World," he says.
"Britain's potato industry is significant and it is appropriate it should recognise its leaders," he says.
It was not necessarily the case that this recognition should be equated to long service to the industry. One of the youngest recipients, the late Richard Watson-Jones, a former vice-president of the NFU, was presented the award in 2001 not long after he died in his 30s.
"There is nothing which would preclude a younger person from being nominated for this award although it is unlikely that anyone is going to make an impact on the industry in two or three years," says Mr Vermont.
He accepts that there is a considerable amount of research being carried out at both institutional and private company levels, but questions whether this is being passed down the line quickly enough.
Critically, he sees a need for more work in the area of irrigation. "Water is going to be a scarcer and more valuable asset, not just for potatoes but for the food production industry as a whole."
Jim Godfrey, chairman of the award committee and provider of the sterling silver rose bowl award, remains an enthusiast for the scheme. "There is a lot of new technology and new varieties coming on the scene. We must remember there is a huge opportunity in the export market, particularly for seed crops. Potatoes may be Britain's second most important crop, but we must also remember that China is the world's premier grower."
Some may feel that the recruitment of international model Nell McAndrew has done as much as any individual effort to promote the potato in Britain. But others may have different ideas.
Kathryn Race, from the Potato Council comments: "The stunning photograph of Nell, who regularly eats potatoes, is designed to highlight that the dishes our grandparents used to cook were healthy, nutritious and easy on the wallet as well as the waistline."
For nomination forms for the award please contact committee secretary Gloria Cox on 01865 714455 or e-mail: bpindustryaward@potato.org.uk. Closing date for nominations is: July 31, 2008.
