The humble spud is to get a €1m makeover in a bid to convince younger people that it is a healthy food.
A three-year marketing campaign will aim to "dispel fattening myths around potatoes".
Retail sales of fresh potatoes in Ireland have declined by 25pc over the last decade and by as much as one third between 2002 and 2014.
Now Bord Bía, in conjunction with the Department of Agriculture, wants to reposition them as "naturally fat-free, tasty and versatile". Their slogan will be: "More than a bit on the side."
Agriculture Minister Simon Coveney said: "The potato is part of our culture like no other food, inextricably linked to Ireland's story and part of who we are," adding that the campaign will introduce the versatility of the Irish potato to a younger generation.