While fresh potato consumption declines, cooked and ready-to-eat potatoes continue to gain new consumers both at home, in hot counters of organised retail, and in the HORECA channel.
The Basque company Paturpat, a subsidiary of the Udapa cooperative, is a clear example of what’s happening in this category. In 2024, its volume of cooked potatoes reached 14,000 tonnes, all sourced from the cooperative.
With double-digit volume growth (10.8%) between 2023 and 2024, Paturpat is maintaining the same pace during the first half of 2025. “We are seeing consistent, sustained growth in this category because convenience is a key factor for today’s consumers. But above all, we’ve observed a shift in consumption away from the home—especially since the pandemic. Nowadays, it feels like spending on leisure is prioritised over food,” says Alfonso Saénz de Cámara, director of Udapa.
But it wasn’t always like this. Although Paturpat was one of the pioneering firms in this type of business (launched in 2016), which many packers now engage in, the beginnings were tough. “The initial investment was significant, and the plan assumed that we’d lose money for at least three years—but it wasn’t the case. By the second year, we were already seeing moderate profitability. However, during the pandemic, with the hospitality sector shut down, we truly struggled.”
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The in-house brand ‘Udapa Fácil’ highlights the value that this format of potato offers, although large volumes are also sold under private labels.
Cut types for every need
The Basque company offers a wide variety of cuts and processes both peeled and unpeeled potatoes. The range includes pan-fried style, whole peeled, diced, cubes, fries, bravas, cooked, steamed for omelettes, for garnishes, stew-ready, tapas-style, and salad-ready potatoes. The latter also include ingredients like carrots and peas.
Value-added products
Paturpat is where the fifth-range version of ‘Princesa Amandine’ is produced, as the cooperative is a member of the group.
Princesa Amandine is sold in 450 g packs of cooked potatoes seasoned with Provençal herbs. “It’s a product that offers great culinary value and is sold in major supermarkets,” the executive highlights.
International sales
Paturpat products are marketed throughout the Iberian Peninsula, but can also be found in Italy and France, and even in more distant markets like Croatia, through large distribution chains. “We handle exports alongside our clients—they are the ones who distribute to their branches. It’s a single-product focus, and we’re not interested in handling it any other way.”
