Branston’s toast to the roasties

More than 2,000 tonnes of potatoes will be packed and distributed at Branston’s Somerset factory in the week leading up to Christmas Day – an increase of 73% on the average week at the site.

As demand soars for one of the nation’s favourite components to Christmas dinner, more than 16.2 million packs of potatoes will be sold by retailers nationwide during the week leading up to Christmas.

Jonathan Taylor, general manager at Branston’s Ilminster site, said: “Christmas dinner just wouldn’t be the same without the roasties and we are in the midst of our very own ‘12 days of Christmas’ countdown. From December 13 we really start to see uplift in demand for potatoes, as families across the country prepare for the festive season.

“In the lead-up to the festive season, potato packing jumps from 170 tonnes a day to over 550 tonnes on the peak days in the week before Christmas and our production facility runs around the clock to meet demand.”

This article first appeared in the Independent. To get the latest articles when they appear, buy the print edition every Sunday or subscribe to our online edition HERE.