Potatis : marknad och konsumtion i dagens Malmö

Sammanfattning: I want to find the meaning of food –potato in today's society. How about marketing and how does potato consumes? What can be done to achieve better competitiveness towards other products now and in the future? I will build this project on a statistic ground "now and then" as well as a study to people outside various food- markets. The consumers answers will state my foundation in this project. Potato consumption habit was studied on the people of Malmö city which will show the approximate consumption total. Food potato was produced in 23010 ha at 2004. The harvest estimated to 635300 ton in total. Potato as "fresh", food and starch in Sweden that year was 974 000 ton covering 31480 hectares. A surface almost as big as Trelleborg municipality. Average 3% of whole Skåne surface, at 11027 square kilometre, cover the total potato production area of Sweden. Organisations and communities that work with potato for example are Svensk Matpotatiskontroll AB and Lantmännen. Consumption seems to increase, but production decreases. Pre- food products that is the most rising group. The effort to produce fast, resistant and early potato has caused uncontrolled import of cultivars poorly adapted for our climate. Nitrate in potato is the biggest health issue and cause worries. I have been collected the public opinion trough my questions (appendix: 3). 26 of the 49 collected answers comes from Swedish born and 23 from immigrants or people with both parents from other countries. Both groups are recounted as 50% each for better view. It seems like the lunch in school provide and teach the young generation to eat potato, no matter country of origin. Both sides knew about the people who grows potato. On the other hand the Swedish group knew about more cultivars and the different use of them. For a better review check page 7-11 or appendix 4. What I found is that our way of eating is changing rapidly. Traditional potato has to step a side for the sake of time and food diversity. Better marketing, product developing and accessibility is what potato need to increase in popularity.