Meet Joe Button. Great name, isn’t it? And he’s got a great name as a potato grower too. Joe’s something of a potato perfectionist.

Joe’s Dad, Andrew, handed over the reins of the family farm near Wadebridge in Cornwall. And since he took over the farm, Joe’s significantly increased the area of potatoes they grow. He's also built a 1200 tonne coldstore to help keep some of his potatoes throughout the winter months. Now that’s a man after our own hearts.

Let’s talk about coldstores. Some people get in a bit of tizzy about storing potatoes. We don’t know why. They’re harvested at exactly the right time when the skins are good and firm. Besides, if we didn’t store them, you wouldn’t be able to get potatoes all year round. And a spud-free zone is just unthinkable. So, we like Joe’s coldstores.
 
Joe likes a challenge. So we immediately thought of him when we wanted to grow our new variety, Piccolo.
 
He grows some mainstream varieties too, like Estima, Marfona and King Edward – and the premium variety, Exquisa. But whatever the variety, Joe takes real care to select exactly the right soil type to produce perfect potatoes. He's such a perfectionist, he won't even let anyone else harvest his precious crop but insists on doing it himself.

No wonder our guys say that Joe's spuds are always as bright as a button. No pun intended, Mr Button.