Spain: Building consumer confidence is key to halting the decline in potato consumption

Potato producers and distributors are encouraged to place greater trust in their industry to enhance organization and boost their market presence, as stated by the president of the FEPEX Potato Committee. He emphasized the need for improved communication strategies and the dissemination of positive narratives that resonate across the value chain, aiming to strengthen consumer trust and reverse the ongoing decline in potato consumption.

In 2024, the demand for fresh potatoes dropped by 2.8% compared to the previous year, marking an 11% decrease from the five-year average. During the first seven months of 2025, demand declined further by 1%. This downward trend is exacerbated by rising prices across all categories, with fresh potatoes facing the most significant surge, doubling in cost compared to a decade ago.

Alfonso Sáenz de Cámara, also serving as the director of UDAPA, highlighted additional critical challenges within the production sector. He called for enhanced crop protection measures and advocated for a more considerate approach to pesticide regulation. FEPEX argues that pesticides should not be banned without introducing equally effective alternatives, urging for faster market approval of new solutions, including both biocontrol methods and modern synthetic and technological innovations.

FEPEX also underlined the importance of integrating sectoral interventions for potatoes into future reforms of the Common Agricultural Policy (CAP). These measures aim to bolster farm competitiveness. While the current CAP framework enables Member States to establish sectoral plans for sectors beyond fruit and vegetables—such as flowers, plants, and potatoes—Spain has yet to adopt this strategy. The updated CAP proposal introduced in July 2025 continues to allow this provision, making it crucial for regional authorities and Spain’s Ministry of Agriculture to push for its adoption in the forthcoming CAP.

The conference titled Planning and Future of Potato Production in Castilla y León was held on January 15 in Tordesillas, Valladolid, organized by the Interprofessional Potato Organization of Castilla y León (OIPACyL). 

Prominent industry figures from across Spain participated in the event, including Javier Boceta from Asociafruit (Andalusia), who also oversees operations at Meijer Potato, alongside executives from leading companies such as Somos Hijolusa and Patatas Meléndez. Representatives from distribution networks and international organizations like Europatat were also in attendance. The conference concluded with remarks from María González Corral, Minister of Agriculture, Livestock, and Rural Development for Castilla y León.