TEN passionate growers from across the country have taken on the role of potato ambassadors.

They will help the Potato Council to raise the profile of potatoes and demonstrate their many benefits.

Anthony Carroll, of award-winning Carrolls Heritage Potatoes, of Cornhill-on-Tweed, Northumberland, is the North-East ambassador, while Ben Sykes, of Tadcaster, has taken on the Yorkshire role.

Allan Stevenson, Potato Council chairman, said: "Faced with more food choices, less time and less knowledge, younger consumers, in particular, enjoy a wider range of carbohydrates, which presents a challenge to potatoes.

"Versatility, convenience and natural healthiness are strong messages to encourage more people to cook and eat potatoes, but sustainability and local produce are also generating more interest than ever before.

"Thats why we believe the people at the very heart of the industry, potato growers themselves, are ideally placed to showcase why potatoes should be a regular choice for every shopper."

The ambassadors will attend shows, talk to consumers online and in shopping centres, host farm visits and visit schools.

Mr Carroll said it was important for growers to work together to ensure potatoes continue to enjoy a healthy demand.

He and his wife, Lucy, grow more than 20 unusual and old varieties of potatoes that offer great taste and quality.

Their farm was voted Britain's most beautiful in 2006 and is now a LEAF demonstration farm, showing environmentally-friendly and sustainable farming practices to others.

Ben Sykes is the third generation of his family to grow potatoes at Tadcaster. He supplies a large chip manufacturer and has a seed storage business for other farms.

He has held open farm days for the public and gives guided tours to students.