Farmer takes on potato challenge

He will attend shows, meet consumers on promotions at shopping centres and organise farm visits and talks in schools.

Ben, 21, runs 500 acres at North Milford, near Tadcaster, growing potatoes, wheat, barley, rape, sugar beet and soft fruit, plus beef and lamb, with his brother Adam, 30; their father, James, now mainly looking after the fruit; half a dozen full-time employees; and another five or six casuals for harvesting – mainly for McDonalds chips, via McCains.

The Potato Council is distributing seed potatoes and grow-your-own instructions to primary schools and Ben will arrange support where required.

He says: "I'm trying to get across the message that potatoes are a good nutritious food and can be as fast to prepare as any rival. I often go to to the fields to lift a few premieres and put them in a bit of water in a bowl in the microwave.

"That way they are ready in two or three minutes."