New potato campaign launched

Jersey Royal potato sales have been affected by cheaper imports

Promoters marketing the Jersey Royal potato in the UK are targeting young professionals in a new advertising campaign.

The island is spending £900,000 on the new strategy to try and persuade UK supermarkets to stock the potato so shoppers can buy it.

It involves bringing back 10-second television advertisements from the end of April which last appeared two years ago.

The campaign is also being tied in with a new tourism drive for the island.

The campaign's promoters accept cheaper import prices of other potatoes have affected the sales of the Jersey Royal.

But Jersey restaurateur Brian Smith said he believed UK chefs would use it for its quality.

"The Jersey Royal is world renowned and I can see them selling anywhere."