Cambs-based Greenvale AP has launched a brand new variety of salad potato. Called Sofia, the potato has been developed in conjunction with Tesco and will initially be available exclusively as part of the Tesco Finest range, at selected stores nationwide 17 from August 2008. 

Supplied in 1kg packs, Sofia is a delicious alternative to the traditional salad potato. Its flesh is lemon coloured and Sofia's attractive shape and small-to-medium size are just right for the side of the plate. 

However, it is the flavour and texture that set the new potato apart. Paul Coleman, Technical Director at Greenvale, explains: "Tesco were looking for something a little different for the Finest range, so we developed the Sofia variety to combine the waxy texture that customers love with a unique softness to the bite not found in traditional salad potatoes, which tend to be hard. This bite, coupled with a hint of sweetness, give Sofia potatoes their delicious flavour and make them ideal for all salads and fish dishes." 

Exclusive to Greenvale AP, the Sofia variety was bred by Agrico Research BV and is from parent varieties not previously released to the market place. Sofia was nationally listed in 2004 and has shown great promise in Greenvale’s extensive variety testing over 4 years - culminating in its approval by the Tesco Customer Finest Taste Panel. 

Sofia is in seed production throughout the UK with some of Greenvale’s top producers. The variety is being grown by Greenvale's elite 'salad club' across southern Britain, from Cornwall to the Suffolk coast, and is performing exceptionally well. 

First samples for the Tesco Finest launch were reviewed by growers at Mark Thompson's Sussex Barn near Brancaster, Norfolk in July 2008. Tesco Technical Manager Tim Pratt also attended the event and discussed some of the challenges facing potato producers. 

"The quality looked superb and the Sofia potatoes will be handled as gently as eggs when we lift them in to store over the coming weeks," said Robert Baird, Procurement Manager at Greenvale's Floods Ferry site, which is one of the dedicated pack-houses for the Tesco potatoes.