Aviko Reviews Challenging 2025 Season and Unveils MasterCrunch Innovation at Annual Grower Meeting

Aviko hosted its annual Potato Growers Committee (ATC) meeting this week, bringing together producers to evaluate the 2025 harvest, release pool prices, and examine market trends shaping the upcoming 2026 crop. The past season proved difficult, as an oversupply of potatoes coincided with weaker consumer demand, creating imbalances that pressured the entire value chain. Participants engaged in thorough discussions on how these conditions affected grower returns and processing operations, while also assessing the market outlook for the year ahead. The meeting served as a critical forum for aligning expectations and identifying strategic responses to the volatile supply-demand dynamics that continue to influence the European potato sector.

A central highlight of the event was the panel discussion titled “The Future of the Potato: How Do We Build a Strong Revenue Model Together?” Featuring growers and representatives from Aviko’s supply chain, processing, and innovation divisions, the panel underscored the urgent need for closer collaboration across the value chain to build resilience against market fluctuations. Speakers stressed that adapting to changing conditions requires shared decision-making and long-term investment in sustainable practices. The gathering concluded with a networking session and the presentation of Aviko MasterCrunch, the company’s newest product innovation, which aims to strengthen its position in the processed potato market. Aviko thanked all attending growers and colleagues from Royal Cosun for their continued partnership and engagement.