M&S has become the first UK retailer to launch its much-anticipated Jersey Royal potatoes, thanks to its longstanding 10-year relationship with the Le Maistre family.
The family has been farming the soil on Jersey since 1841 and is led by sixth-generation farmer Philip Le Maistre, who works alongside son Phil Jnr and brother Peter, as well as a team of local experts.
Despite one of the wettest and more challenging planting seasons on record, the team’s potatoes have this week hit the shelves across 80 M&S stores in the UK, with their signature unique and nutty flavour.
Customers can also find the Jersey Royals in M&S stores across the island, including its King St St Helier, St Brelade, St Clement, St John, St Peter and St Martin stores – operated by Sandpiper.
The Le Maistre family is one of eight Select Farmers M&S is working with across Jersey this season, spanning 2,500 fields. M&S has a dedicated team on-site on the island to ensure customers experience exceptional flavour and quality. Every field is sampled and only packed for M&S if it passes a rigorous taste panel test.
To help guarantee the highest quality, M&S uses a unique hydro-cooling process to chill the potatoes within hours of being harvested. This rapid cooling locks in freshness, ensuring each potato reaches stores in peak condition.
Philip Le Maistre Jnr said of the launch: “It’s a real tradition for us to get the first harvest of the season onto M&S shelves. While my dad, uncle and I have never seen a planting season with such continuous rain, we’ve taken great care, planting more by hand and using the same traditional methods my great-grandfather did, to ensure the potatoes get the best possible start. Our team works incredibly hard to deliver the very best taste, and we’re proud that families across the UK will be able to enjoy a product that is as fresh as it can possibly be.”
The Le Maistre farm is part of M&S’ Plan A Farming for the Future programme and are LEAF Marque certified growers, combining traditional and modern methods to grow potatoes more sustainably.
Harry Wilder, senior agronomist at M&S, added: “The arrival of Jersey Royals in our stores is always a highlight for us, signalling that spring and the very best of British produce season is here. Our relationship with our growers is what makes this possible and the Le Maistre family’s passion and expertise, passed down through generations, is remarkable. Their hard work means we can be the first to bring these delicious, seasonal potatoes to our customers.”
The new season Jersey Royal potatoes are now available in 80 M&S stores across the UK, extending to over 100 stores from 1st April, just in time for Easter.
M&S also has a dedicated Jersey Royal recipe section on its website, available here, from Honey harissa roast salmon and Jersey royal roasties to Jersey Royal focaccia.
