The Inca bella project started with two key components – the wonderful variety Inca Bella that our client – Branston – had secured enough crop to make it viable to offer to their clients. Secondly a new paper sack with in-built webbing so the customer can see the product but most of the potatoes are kept dark to help them store longer. Paper packaging with this vent also keeps the potatoes drier than plastic. People do buy raw potatoes in bulk but we all felt it was important to inspire the consumer with a cooked product. Optima worked to get the most from the pack and illustrated the raw product becoming the final roast potato on a slick dark background with delicious bright, crisp looking roasties.