GB Potatoes Rolls Out National Survey To Pinpoint Collaboration And Investment Targets

Industry body GB Potatoes has launched a Potato Industry Confidence Survey to help ensure the sector remains competitive and sustainable by identifying where future collaboration and targeted investment can deliver the greatest impact.

The survey will capture a comprehensive picture of grower sentiment, production trends, and the factors shaping the sector’s future across Great Britain in an effort to maximise its considerable potential.

Funded through residual potato levy funds from AHDB, the survey is designed to provide the first consistent, nationwide benchmark of production levels throughout the industry, GB Potatoes said in a news statement. 

The survey will not only assess sector confidence, but also gather detailed information on the hectares of potatoes being grown to build a clearer picture of the industry.

The insight will help GB Potatoes, the industry, and the government to understand the scale, distribution, and operational realities of potato cultivation as its seeks to support the sector’s future.

Furthermore, the findings will ascertain growers’ business confidence, as well as the environmental and market challenges that they face going forward.

“This survey is about much more than confidence, it is about understanding the reality of what is being grown, where and under what conditions,” revealed Alex Godfrey, Chair of GB Potatoes. 

“By quantifying both production hectarage and the pressures growers are managing every day from costs to labour and water availability we can build a clear, data-driven picture of the sector.

“The British potato industry is resilient and innovative, with enormous long-term potential. By capturing accurate production data alongside sentiment, we can make a stronger case for the policies, research and commercial support needed to secure that future.”  

Following several years of cost volatility, changing market conditions and increasing scrutiny around sustainability and environmental performance, GB Potatoes said now is a "crucial time” to capture data on both confidence and production. 

The results of the survey will feed into GB Potatoes’ annual Confidence and Production Report, establishing a benchmark for grower sentiment and hectarage. 

This evidence will inform engagement with government, research bodies and the wider supply chain, shaping discussions on investment priorities, market development, productivity improvements and long-term sector resilience. 

“We are asking growers to help create a national picture that reflects both the scale and the health of the industry,” added Godfrey. 

“By contributing their data, growers will give GB Potatoes and its partners the insight needed to advocate for the sector with clarity and authority, and to help ensure the British potato industry remains both competitive and sustainable.” 

Growers can complete the survey online at: Potato Industry Confidence Survey until 16 January 2026.