Techno campaign to encourage young people to eat more potatoes

The Flemish Centre for Agriculture and Fisheries Marketing (VLAM) wants to encourage young people to eat more potatoes. It's doing this with the help of Belgian DJ and influencer Michael Amani, who has made a techno song and short video for the campaign.

VLAM wants to tackle the misconceptions young people have about potatoes. With the campaign, tagged "Potatoes: prepare to be surprised. Europe's favourite since 1536", VLAM wants to promote potato consumption among 18- to 34-year-olds.

"Through recipes, we show the possibilities for cooking with potatoes are endless," says a press release. "This inspiring approach will be complemented by an eye-catching campaign this autumn: 'Patat techno'."

According to VLAM, the style is popular on social media channels. "In the music video, we offer young people cooking inspiration to a fun beat by showing different potato recipes. We show different ways of cooking and preparing and demonstrate the versatility of our potatoes." VLAM hopes to help update the vegetable's image.

^{#FlandersNewsService | © PHOTO / VIDEO VLAM}