According to Potatoes South Africa, it is of great importance that stakeholders in the food value chain produce that what will satisfy consumers’ tastes and preferences at affordable prices – and that also rings true for the potato industry. Consumers’ tastes and preferences are constantly changing due to a number of factors that include amongst others, changes in household income, trending societal influences and lifestyle changes. The stakeholders in the potato value chain have to listen to consumers in order to understand and pre-empt how consumer tastes and preferences might change over time, and then to re-engineer itself if needed in order to remain relevant. During the upcoming Potatoes South Africa Congress, experts in different potato value chains will share ideas on what is required of the potato industry to remain relevant and grow the demand for potatoes and potato products in South Africa. The Congress will be held on September 28 in the OR Thambo Hotel in Gauteng province. The theme of the Congress is: Do value chains really matter… And if so, where is the value? Further information on the Potatoes South Africa website.