Europlant Establishes UK Subsidiary to Expand Its Potato Variety Business
German breeding group Europlant is setting up Europlant Potatoes UK Ltd to strengthen direct marketing of its varieties in Britain, appointing industry veteran James Paice as Managing Director.
Europlant is planting a flag in Britain. The German potato breeding group has established Europlant Potatoes UK Ltd, a new subsidiary that will develop existing business activities and expand the direct marketing of potato varieties in the British market. James Paice, who has previously held senior positions in the British fresh produce and potato industries, has been appointed Managing Director.
A clearer local structure. The new company forms part of the group’s plans for the British potato industry. Its activities will focus on introducing potato varieties, expanding licensing operations and supporting local customers — with the stated aim of strengthening cooperation with growers, packers, licensees and other industry partners. “The United Kingdom is an important market for Europlant with considerable potential. By establishing this new company, we are creating a clear local structure that will enable us to support our customers and partners for all market segments more effectively,” explains Christian Krahn, Sales Manager Export at Europlant, adding that the group’s core strengths remain “high-performing varieties, consistent quality and reliable service.”
Weekdays. Unsubscribe in one click.
Paice frames the appointment around continuity and reach: “Europlant combines decades of experience in potato breeding with an extensive international network and a diverse portfolio of varieties. I look forward to building on this expertise for the British market together with our partners, strengthening existing business relationships and exploring new market opportunities.”
Varieties in the spotlight. The expansion lands just ahead of Europlant’s annual Open Days, to be held 4–6 November 2026 at the Ten Brinke site in the Netherlands, featuring existing and newly developed varieties including INA and FILIPA. INA, a table potato variety, combines broad nematode resistance with yield potential, taste, tuber grading characteristics and tolerance to varying growing conditions. “This year, INA has achieved good results across a wide range of growing regions, particularly in light of the extreme weather conditions experienced around the world,” says Hans-Georg Trumpf, Product Manager at the Europlant Group. FILIPA is a new variety in the very early table potato segment, developed for taste, marketable yield and tuber quality across different growing regions. Europlant will also attend the British Potato Conference on 18–19 November 2026 at the Lincolnshire Showground, where Paice and the team will meet customers and partners.
Why the timing is deliberate. Setting up a UK arm now is a contrarian bet worth noting: Britain’s potato area has shrunk by roughly 20% over a decade, per a GB Potatoes survey, and the crop still delivers close to £1.5 billion in agricultural value while the country ranks third globally for yields. A dedicated UK entity positions Europlant to capture share in a consolidating market where surviving growers invest more per hectare — and where nematode-resistant, weather-tolerant varieties like INA answer exactly the pressures British growers report. Watch whether other European breeding houses follow with their own UK structures ahead of the 2027 seed season.
Sources: FreshPlaza; Europlant’s own international contact listing confirms the new entity and James Paice: Europlant.biz.
