Ireland is set to receive €1m out of the €4.3m allocated for the programme, which is part-funded by the EU Commission. Bord Bia will manage the initiative in conjunction with the IFA and the Irish Potato Federation and the funding will be rolled out over a three-year period.

Potato Potential sets out to inform and educate consumers to show that potatoes are convenient and versatile. Minister for Agriculture Simon Coveney said the programme will help the industry grow.

“I am delighted to see the EU recognition and financial support for an industry programme to raise awareness among Irish and British consumers of the versatility and nutritional value of the potato," he said.

"The sector is investing its own funds over three years in the campaign, which will be managed in Ireland by Bord Bia. This programme can deliver valuable home market opportunities and provide the industry with the confidence to grow. “

According to the latest figures from the Central Statistics Office (CSO), potato prices this February were down 7% on last year.

Funds worth €65m have been provided by the European Commission to promote fruit and vegetables across the EU.