The Flemish Centre for Agriculture and Fisheries Marketing (VLAM) is on a mission to encourage the younger generation in Belgium to consume more potatoes. To spearhead this initiative, they

have enlisted the help of Belgian DJ and influential figure, Michael Amani, who has created a techno-infused song and a short video for the campaign.

VLAM is determined to address and debunk any misconceptions young individuals might have about potatoes. Under the campaign banner, "Potatoes: Prepare to Be Surprised – Europe's Favorite Since 1536," VLAM is targeting 18- to 34-year-olds to promote potato consumption.

A press release from VLAM states, "We showcase the limitless culinary possibilities with potatoes through various recipes. This inspirational approach will be complemented by a visually appealing 'Patat Techno' campaign set for this autumn."

VLAM asserts that this style resonates well across social media platforms. "In the music video, we provide the younger audience with exciting culinary ideas, all set to an engaging beat, presenting a variety of potato-based recipes. Our aim is to showcase diverse cooking and preparation methods, thereby highlighting the versatility of potatoes." VLAM's aspiration is to modernize the vegetable's image in the eyes of the youth. Photo by The Marmot from USA, Wikimedia commons.