The document discusses the changing consumer behavior in South Africa given the challenging economic climate of high unemployment, rising costs of living, and household debt. This has made consumers more price sensitive and focused on value. It also explores opportunities to promote potatoes to South African consumers, such as emphasizing their nutrition, allowed labeling claims, cultivar varieties, and sponsorship of endurance sports in which potatoes are commonly used to carbo-load like the Comrades Marathon. Measuring the impact of marketing campaigns on awareness and consumption will require long term tracking over time.