A vast stockpile of potatoes is being given away for free by a farm in the German state of Saxony, after a bumper national harvest.
Thousands of tasty tubers have been rolling into the country's capital, Berlin, since mid-January, with residents risking icy streets to bag their share, according to BBC.
Dubbed “the great potato rescue” it is part of a plan to stop about 4 million kg of surplus spuds from going to ruin. Food banks, schools and churches are among the beneficiaries, according to organizers.
However, the enterprise was labelled a “disgusting PR stunt” by the Brandenburg Farmers' Association, which lamented the impact on local markets.
Germany is the European Union's potato-producing capital, and last year's harvest has left the market saturated.
Ultimately it is about “putting the potato in the spotlight as a valuable food,” said Berliner Morgenpost editor, Peter Schink who helped spearhead the plan.
The newspaper teamed up with eco-friendly search engine firm, Ecosia, to co-ordinate and fund the distribution of the spuds.
Not wishing to discard its “magnificent tubers” back into the fields, Osterland Agrar says it's set to have bussed around 500,000kg to Berlin, and other parts of Germany and Ukraine.
"We can store them until the middle of this year," said Hans-Joachim von Massow, Managing Director of Osterland Agrar, the agricultural firm that ended up with all the potatoes, after a customer contract was cancelled and settled.
But not everyone is celebrating.
“Food is and will remain valuable, even if thoughtless do-gooders throw around free potatoes at schools and churches,” said Timo Scheib from the Brandenburg Farmers' Association.