INTERNATIONAL food and drink event, IFE, brought together a host of potato suppliers, producers and market professionals in London recently, who not only showcased latest products but also provided clear insights into how the potato sector keeps evolving to stay abreast of changing consumer and professional expectations.
Belgian exhibitors led the way in this aspect, with a particularly strong contingent.
VLAM, Flanders’ Agricultural Marketing Board representing Belgian fresh and processed potato producers, showcased the strength and diversity of one of Europe’s leading potato industries, while The Potato Chef, Warnez and Clarebout also demonstrated everything from growing through to sorting and packing expertise on to wholesale processing.
Clarebout Potatoes, a leading Belgian producer of private-label frozen potato products for retail and foodservice, used the event to highlight its tailored solutions and international supply capabilities. Last year the family-owned company was acquired by the US-based Simplot Group but has maintained the branding and name which have made it a European mainstay for almost four decades and there was no shortage of visitors to this stand.
With consumer focus, as well as that of professional kitchens, increasingly leaning towards convenience, differentiation, and formats that fit the way both sectors use food, Warnez and The Potato Chef put forward strong examples of how they are evolving to meet these needs, offering a key insight into where some of the potato category is headed.
A grower, producer and packer of fresh and frozen potato products, The Potato Chef demonstrated its latest offerings for retail and foodservice, while Warnez, a Belgian supplier specialising in washing, sorting and packing fresh potatoes for private label and branded supply, put a focus on convenience-driven, value-added products designed for modern, time-sensitive consumers on its exhibition stand. The company, which has more than 70 years’ expertise in delivering flexible potato solutions, highlighted its Pomvit range of fresh baby potatoes designed for high convenience, including products that can be heated directly in the microwave in six minutes with no preparation or cleaning required.
Originally a Belgian family business, processor Lutosa was acquired by McCain in 2013 and has a UK base in St Ives, Cambridgeshire. The company is still deeply rooted in Belgian potato culture, sourcing up to 70% of its potatoes locally, while exporting to more than 136 countries worldwide. Lutosa UK’s stand highlighted frozen chips, potato specialties (Pom’ Pin, Duchesse, Spicy Wedges, Röstis), organic options, pre-fried chilled chips, and dehydrated flakes for industrial use. Its offering focused on catering to food service, wholesalers, and retail buyers.
Lamb Weston, a global potato solutions leader with 75 years’ expertise in frozen potato products, showcased its retail and foodservice products, with a focus on its Really Crunchy Fries and Frenzy Fries, designed to maintain crunch for extended periods. It also highlighted Snap Fries, a product aimed at pubs and venues with limited kitchen space or no fryers.
Lamb Weston’s fry range was recognised as Product of the Year 2026 in the UK Chips category and the products displayed featured packaging made from 60% bio-based plastic.
Spanish family business Aperitivos de Añavieja, prides itself on being the first Spanish company to produce eco-friendly crisps. The company, which has more than 25 years’ experience in the snacks sector, has become a well-established organic brand producer in Europe. The company controls the full production process from its own potato fields through to finished product, with a strong focus on sustainability and low-emission manufacturing. It has had its own 200-hectare field since 1998.
At IFE 2026, Aperitivos de Añavieja put a focus on traditional products made with olive oil, displaying crisps made in extra virgin olive oil and specialised flavoured chips made with natural ingredients.
Based in Livingston, Scotland, Nisha Enterprises Ltd manufactures potato-based snacks which it supplies to major retailers and independent outlets across the UK and Europe. It exhibited its Golden Cross snack products.
Euro Food Service, a UK-based food distribution company founded in 1991 by Bangladeshi-born British entrepreneur Shelim Hussain, has become a major European producer of instant mashed potatoes. At IFE, it showed how it combines large-scale manufacturing with innovation across convenience potato formats.
Dutch company Sormac, a technology provider specialising in vegetable processing equipment, including high-performance potato peeling systems, made its debut at IFE 2026 to showcase its latest technologies. The company supplies integrated solutions for fresh-cut and processing operations.
Meanwhile, Indian manufacturer Falcon Agrifriz Foods, which specialises in frozen potato products such as French fries and value-added potato specialities, revealed how it uses advanced processing technology to deliver products for both domestic and export markets.
[subheading] Multi-purpose potato
Finally, Martin’s Famous Potato Rolls and Bread, a US bakery brand known for its potato-based bread and rolls, showed how it combines traditional baking methods with a strong focus on quality and flavour. Its products are made using flour derived from potatoes that are dehydrated and milled
The versatility of the ‘humble’ potato was never more evident than at this multi-faceted show, clearly showing that changing diets and consumer focus are less of a deterrent and more an evolving challenge for all those in the business of producing potatoes.
