Understanding the consumer: A strategic approach to marketing potatoes

Estimated reading time: 3 minutes

Due to an ever-changing environment, rising costs, fuel prices, and changing consumer spending habits, marketing is becoming increasingly important for the agricultural sector and potato industry.

My previous article, “Powered by potatoes: Dynamic marketing in 2025” (CHIPS January/February 2026), explored how Potatoes SA has positioned potatoes to be relatable to our target audience. In this article, I explain how Potatoes SA’s marketing team develops long-term strategic marketing campaigns and initiatives, and the thinking that underpins these efforts.

Driving potato demand

Marketing plays a critical role by driving demand for potatoes in South Africa and increasing per capita consumption. Increased demand thus translates directly to long-term viability for producers. It strengthens the value chain from farm to fork and ensures that potatoes remain a staple choice in households across the country.

An increase in potato demand reduces the potential of an oversupply or surplus, and if demand is growing at the same rate as supply, both the producer and the consumer benefit from stable prices. The secondary impact of increased demand is far-reaching and has an overall positive impact on the South African economy, supporting job creation, sustaining rural communities, and contributing to food security on a national scale.

There are a few steps before any strategic marketing campaign can be rolled out. There is no shooting from the hip – every strategy and campaign requires detailed and meticulous planning. Firstly, we establish what the campaign’s goal or outcome should be. We want consumers to choose potatoes, and to increase their consumption.

Secondly, we choose a target audience for the campaign and then structure that campaign to communicate the product’s value proposition to that specific target audience. The value proposition asks: “What value would this specific consumer get from potatoes, and what would make them choose potatoes?”

Targeted marketing strategies

Potatoes are loved across South Africa, although they have various value propositions for different audiences or target demographics. Potatoes SA’s marketing team then develops strategic campaigns to target specific groups, with personalised messaging for each audience segment. Ensuring that messaging is correct for each audience is of utmost importance to guarantee campaign success. By aligning the message with the needs and aspirations of each segment, we increase the likelihood of meaningful engagement.

An example of potatoes providing different value for different audiences would be analysing the importance of potatoes to a person leading an active lifestyle, versus a breadwinner in a low-income household. While potatoes can offer value to both groups, this value is measured in different ways.

Marketing strategies therefore need to be different for and tailored to both groups. For one group, messaging may focus on energy, recovery and nutritional benefits, while for the other it may emphasise affordability, satiety, and the ability to feed a family cost-effectively.

Consumer insights and research

Consumers’ requirements are ever-changing and influenced by a variety of factors, including household income, social media trends, sustainability of products, and health perceptions. Understanding what influences our target audience ensures campaigns are relevant and effective. We also use research to establish where our consumers are and the best ways to communicate with them.

An example of Potatoes SA’s successful market research is its visits to the informal trade sector and markets. This allows us to interact with focus groups that provide insights into what motivates our consumers to buy potatoes, how often they buy them, and what they use them for.

This engagement provides valuable, real-world feedback that cannot always be captured through surveys alone. It also ensures that our strategies remain grounded. – Sheila Makgato and Margaret Stoop McAvoy

For more information, send an email to sheila@potatoes.co.za or visit www.potatoes.co.za.