Potato producers in Pembrokeshire are launching a publicity campaign to take on their arch rival, the Jersey Royal.
A television advert is the opening shot of a drive to push Pembrokeshire early potatoes up people’s shopping lists.
It is part of a wider campaign to give the Pembrokeshire potato the same European brand protection as champagne and Melton Mowbray pork pies.
Huw Thomas, who runs the growers’ co-op, said they aimed to “regain the crown” of the early potato season.
Pembrokeshire has been noted for its potato growing since the 18th Century.