So, Everyone’s on Fat Jabs – or are they?

GB Potatoes CEO Scott Walker shares his thoughts on some of the new health trends.

These days, it seems easier to give yourself a quick injection than hit the gym or rethink your diet. Across the food world, appetite-suppressing weight-loss drugs are making an impact and just imagine what will happen when they move from injectable to pill form. And yes it is sparking questions about what it will mean for potato consumption.

Some headlines have been quick to blame these “fat jabs” for a drop in potato sales. But let’s put that into perspective. Fresh potato sales have been declining long before these drugs became a talking point. The humble potato has lost ground to more exotic options and, in some eyes, has lost its healthy reputation – despite being packed with fibre, vitamin C, and an impressive amount of potassium. Simple, quick, affordable, and versatile, the potato remains one of the most nutrient-rich foods you can put on the plate. Even the processed sector has worked hard to keep recipes healthy, showing just how adaptable the potato is.

It is true that this year has been challenging, with lower prices and some growers unable to sell all of their crop. It is tempting to point fingers at a single trend, but there’s no silver bullet. Multiple factors influence potato sales, from shifting consumer habits to competition from other foods. Growers must adapt, and many already are. Tim Rooke, Chair of the NFU Potato Policy Group, recently made a strong case for “growing for your market.” That advice has probably never been more relevant.

Personally, I have received a lot of calls from journalists asking about the effect of weight-loss drugs on the potato sector. My message is consistent: this isn’t necessarily bad news for potatoes. In fact, it could be an opportunity. Smaller appetites mean people need foods that deliver real nutritional value — and potatoes are ideal. Re-educating consumers about their health credentials is key, and working closely with retailers and processors will make that message stick.

This situation also highlights why the sector needs a strong voice. GB Potatoes works tirelessly to ensure our industries perspectives are represented in the media, with government, and to regulators. We don’t just react to problems — we actively seek solutions, share knowledge, and learn from international examples. For instance, Potatoes USA recently shared their experiences tackling similar challenges in the US. Their openness and willingness to share best practice is helping us think creatively about how we respond here. For members who missed our recent webinar with Blair Richardson, CEO of Potatoes USA, the full recording, and insights are available on our website.

Looking ahead, the potato has a real chance to reclaim its place as a go-to healthy, versatile food. GB Potatoes will continue to speak up for the sector, provide guidance for growers, and work with retailers, packers and processors to put potatoes back on the menu where they belong. But we can’t do it alone — the more growers and businesses that get involved, the stronger our collective voice becomes. Together, we can ensure the potato not only survives but thrives, proving it is as relevant, nutritious, and adaptable today as it has ever been.