This project undertook comprehensive market and industry research for developing a market development strategy for fresh potatoes for the Australian Potato Industry. It identified and quantified the critical factors affecting consumer purchase decisions and use of fresh potatoes in Australia, determined retailers’ and wholesalers’ requirements in relation to their handling and sale of potatoes and identified any major issues and opportunities, reviewed recent efforts concerning the market development of fresh potatoes, and finally prepared a strategic marketing development plan aimed at increasing fresh potato sales in Australia.