More Power to the Pieper!


NAO, the Dutch Potato Organisation, in collaboration with our partner Food Cabinet


Understand Dutch consumers’ attitudes towards, as well as knowledge and consumption of potatoes. The insights were used in a press-release to kick-off the National  Aardappelrooidag (potato harvest day) 2022.

Our approach:

We designed a questionnaire to understand Dutch consumers’ buying and eating habits of potatoes. Next to that, we also addressed the topics of sustainability (in potato farming), knowledge about and relationship with farmers and agriculture, new potatoes, and children and families. And on top of that we also assessed feelings and associations that consumers have with potatoes.

Findings in a nutshell:

Even though 81% of Dutch consumers eat potatoes at least twice a week, about a third (of all consumers) are not aware where their potatoes come from.

At the same time, potatoes are not seen as a food that is good for the planet, with only 15% of consumers describing them as ‘sustainable’. 

Most parents (73%) want their children to know where their food comes from, making the ‘Nationale Aardappelrooidag’ a wonderful opportunity to show them. 

Picked up by media:

We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight. 

We are the insights partner of choice for food companies and non-profits  that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

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