Fresh Direct launches premium potato range 

Photo: Chef Direct

Fresh Direct has launched a premium Chef’s Choice potato, which it claims will set a new benchmark for chipping and roasting potato.

The product has been developed in partnership with Linwood Crops, and following trials and taste tests, the partners claimed they have identified the exact specification for the very best tasting potato, which will be exclusively distributed by Fresh Direct in foodservice.

Read more: Fresh Direct invests £2m in Bicester site

Before being launched, the product was extensively tested by Fresh Direct’s Chef panel, led by Head of Food Development, Ian Nottage, who said: “Potatoes, and in particular chips, are one of the chef’s key ingredients and are incredibly important in any service. Consumers remember great chips and our Chef’s Choice potatoes are the perfect ingredient for great chips.

“We’ve put these potatoes through their paces in a sustained and extensive testing regime and the results have been phenomenal. We believe that we’ve created something that’s really going to make a huge difference to chefs.”

The British grown potatoes are available year-round and come in a 20kg format, packaged in a recyclable bag.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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