It is the 20th National Chip Week this week which organisers hope will raise awareness, consumption and sales of both chips and potatoes.
Chip Week is the brainchild of the Potato Council and is a week long celebration of the British staple that is worth billions of pounds a year to the UK food industry. It was originally introduced to increase demand at a traditionally quiet period.
Potato Council marketing executive, Kate Cox, said: "One in four of all GB potatoes are made into chips, so the Week continues to provide support for this significant sector of the market."
She went on to say "It is a fantastic way to highlight the versatility of potatoes and demonstrate that chips can be eaten as part of a balanced diet. All sectors of the industry involved with chips, from fresh and frozen to foodservice, can benefit from the impact of the Week."
The organisers are also working closely with potato merchants to provide advice for shops, so they can increase profitability and reduce waste.