The Australian Potato Industry has identified the need for a national marketing strategy for fresh potatoes. This strategy is required if the industry is to build support for future marketing activities. Market research was identified as a key priority to address before the development of a market strategy. This research project reviewed existing market research, understand market trends and identify information gaps that could be addressed through further research; conducted qualitative research to provide insights into consumer attitudes and behaviour regarding fresh potatoes. It also developed objectives and strategy to feed into a comprehensive marketing plan for the Australian Potato Industry.