They want to up the amount of people who "like" the humble spud.
There are plans for €1 million euro to be spent making potatoes more "Instagram-friendly".
Bord Bia wants to improve their image and tell milennials about how nutritious and versatile they can be.
It's after research found 97% of people buy potatoes in their weekly shop. However that drops to 77% if you're aged between 23 and 37.
According to the Irish Examiner, Bord Bia says the "low social media presence" of potatoes in food-based content is one of the reasons it isn't as popular among younger people.
The spud are not considered "exciting" to post on Instagram in comparison to other dishes.
"The research established that there was very little rejection of potatoes as a food, in fact, on the contrary, many of the millennials interviewed were waxing lyrical about how they ‘loved their spuds!’," said Lorcan Bourke from Bord Bia.
"Potatoes tick all the boxes across these three criteria, but only when people have full knowledge on how to use them in their busy lifestyles."
