Native potatoes, domesticated in the Andes thousands of years ago, represent one of Peru’s most significant agricultural treasures. According to the Food and Agriculture Organization (FAO), there are over 5,000 varieties of potatoes globally, with most originating in the Andean highlands. These potatoes come in diverse colors, shapes, and flavors, yet many remain underutilized due to limited market access for small-scale farmers.
Enter Tiyapuy, a Peruvian snack brand founded in 2020 by entrepreneur Carlos Añaños. The company sources native potatoes directly from small farmers in Ayacucho and neighboring regions, providing them with a stable market and fair prices. As Rafael De Córdova, CEO of Tiyapuy, explains:
“We exist to uplift high-altitude farmers who previously grew native potatoes only for self-consumption or livestock feed. Now, they have a reliable buyer, creating a silent revolution in Andean agriculture.”
Market Expansion and Global Demand
Tiyapuy’s success in Peru has paved the way for international growth. The brand has expanded into Mexico, the U.S., the U.K., Spain, France, and Switzerland, targeting health-conscious consumers and the Peruvian diaspora. Notably, the U.K. market has shown strong interest, with consumers intrigued by the naturally colorful potatoes—free from artificial additives.
Key strategies in Tiyapuy’s expansion include:
- Blockchain traceability: Each bag of Tiyapuy snacks features a QR code that tracks the potato’s origin, harvest date, and the farmer who grew it.
- Health-focused ingredients: Using high-oleic sunflower oil (low in saturated fats) and Maras salt (a Peruvian mineral salt) to avoid unhealthy additives.
- Tourism-linked branding: Packaging designed as souvenirs to attract travelers seeking authentic Peruvian products.
Challenges and Opportunities
Despite its success, Tiyapuy faces hurdles:
- Competition from industrial snacks: Imported processed potatoes dominate Peru’s foodservice sector due to lower costs.
- Supply chain disruptions: The Ukraine war increased sunflower oil prices, forcing Tiyapuy to adapt.
- Low yields: Native potatoes have smaller harvests per hectare compared to commercial varieties.
Yet, opportunities abound. The 2024 PepsiCo factory shutdown in Lima created a gap in Peru’s snack market, boosting demand for local brands like Tiyapuy, which saw 20% growth in Q2 2024. Additionally, the company’s new $15 million processing plant in Lurín will double production capacity, supporting Peru’s economy amid recession.
Future Innovations: Beyond Snacks
Tiyapuy is diversifying into:
- Pre-fried native potatoes for hotels and restaurants (launched on International Potato Day, May 31, 2024).
- Organic coffee from the VRAEM region, offering farmers premium prices for high-quality beans (86+ cup score).
A Model for Sustainable Agri-Business
Tiyapuy demonstrates how valorizing native crops, supporting small farmers, and leveraging technology can create a successful, sustainable agri-business. By bridging the gap between Andean agriculture and global markets, the brand not only promotes healthier snacking but also strengthens rural economies.
For farmers, agronomists, and food scientists, Tiyapuy’s model offers valuable lessons in supply chain innovation, crop diversification, and market-driven agriculture. As global demand for organic, traceable, and unique food products grows, native potatoes may well become Peru’s next big agricultural export.
