Due to the failure of harvests and the loss of one in four potatoes, potato retail prices are soaring, ranking as the fruit and vegetable product with the highest increase in consumer prices, up 26% in August compared to the same month last year. This is the conclusion of Coldiretti's investigation of the effects of inflation on the shopping cart, with potatoes rising to the podium of the products with the largest increases after sugar and olive oil. As a result, Italian farmers have witnessed a precipitous decline in production, which has not been compensated by adequate increases in prices at origin, also due to rising energy costs, while retail prices are placing consumers in a precarious position. In fact, when compared to agricultural production quotations of 0.54 euros per kilo according to the Institute of Services for the Agricultural Food Retail Market for consumers, prices climb to values ranging from 1.10 to 2.30 euros per kilo. According to the survey promoted by Unapa, the national union of the sector, approximately 80% of Italians consume potatoes at least once a week, and among the main purchasing criteria stands out the quality / price ratio, a decisive factor for 53% of consumers involved, ranking slightly lower than national origin, important for 45% of respondents.