Combating the decline in fresh potato sales and the "yield plateau" are the two key priorities outlined by the Potato Council in its latest three-year plan. The draft "Business Plan 2013–2016" said one problem was identifying land of sufficient quality to produce good yields. In fresh potatoes, shoppers were trading down to economy lines as shopping budgets came under pressure. "We have what we believe to be a well-balanced and highly focused plan that takes the industry on a journey towards profitability and sustainability," said chairman Allan Stevenson. The plan is open for consultation. Explain how writing this business plan is an ongoing process and how it offers the Potato Council an opportunity to anticipate different scenarios and consequences.