This paper analyses the frequency of the consumption of table potatoes in Norway. The analysis shows that the frequency of potato consumption is higher in older cohorts than in younger, and it declines over the life cycle. This indicates that the total consumption will continue to decrease as older potato eating cohorts are replaced with younger cohorts who eat potatoes less frequently. This is bad for food security, it is bad for nutritional health and it is bad for the environment. It is argued that nutritional and environmental organizations should work together to increase the status of the potato.