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Vol.2 ISSUE 1 Winter 2009 |
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CHINA US POTATOES MAKE THE OLYMPIC TEAM Training alternated between the BOC designated Mengxi Hotel and Metro Training Kitchen in Beijing. Chef instructors from the US, Switzerland and China provided short courses in the preparation of western food using and co-sponsoring US Market Development Cooperator products. As a result of the project, nearly 120 training participants from Two- and Three-Star Olympic designated hotels and local restaurants were trained in support of a successful 2008 Beijing Olympics food service using western kitchen cooking and sanitation methods and recipes featuring US food products and ingredients. Five US Cooperators participated in this activity: Alaska Seafood Marketing Institution, Sunkist Growers, US Meat Export Federation, US Potato Board and US Wheat Associates. The training provided an opportunity to train and, more importantly, to expose participants to the basic knowledge and understanding about preparation of western food and the use of American food and ingredients in western cooking. The training also educated and enhanced trainee understanding of food sanitation, with an emphasis on the high quality, variety, availability and the safety of US food products. On the hot dish hands-on training day, US frozen potatoes acted as a side-dish featured in most of the demonstration dishes. Demo chefs highlighted the specialty cuts from the US and put fried potatoes in various presentations depending on the cuttings. Audiences were excited to recognize and try so many kinds of US frozen potatoes during the training. During the cold dish hands-on session, there were four types of sandwiches, 10 salads and six salad dressings introduced to participants, while US potatoes, Alaskan sea food and fresh fruit were featured. All participants actively took notes, asked questions, snapped photos and joined the demo chefs for the hands-on food preparation session. Many participants commented they found the training particularly useful to their daily work and would immediately apply the concepts and recipes to catering services for the Olympics, as well as in the years beyond. The participants, mostly from the Two- and Three-Star Olympic Committee designated or contracted hotels, as well as local Beijing food caterers, not only had a great opportunity to recognize the quality and availability of US food ingredients, especially US Specialty Cut Potatoes, but learned how to adapt and use these ingredients for a variety of diverse menu items. They previously had limited or very basic knowledge about western cuisine ingredients and preparation, as the demand for western kitchen food service professionals far outstripped the supply given the enormous surge in hotel development in Beijing. Standard western buffets and pastries at hotels and competition venues were needed during the Olympics, and the training project reinforced the reputation of US food, providing an opportunity for the USPB to reach out to new, potential customers beyond, the 2008 Olympic Games. CHINESE COOKING CONTEST ENCOURAGES DISHES MADE FROM US FROZEN POTATOES The USPB conducted the 2008 US Potato Chef Cooking Contest in China to enhance the application of US frozen potato products in Chinese cuisine and to encourage the local Hotel Restaurant and Institution (HRI) establishments to develop more innovative dishes featuring US potato products. Before the on-site cooking contest in May, a training seminar was held on April 8, in Shanghai.
By the end of April, 10 restaurants from six cities had registered for the on-site contest. Each of the chefs from these restaurants developed one dish featuring US potato products to be cooked at the contest for the final judging. The contest was held May 14, 2008 in Shanghai at the SIAL trade show in an exhibit hall where the USPB reserved a stage equipped with five professional-electronic stoves. Two big video screens were also setup on both sides of the stage. The USPB Chinese Chef Training Video was played before the contest, and a video shooting crew, via live video feeds from their cameras, projected the chefs’ culinary efforts onto these screens during the contest. After welcome speeches and introductions of the 10 chefs participating in the contest were made, the contestants were divided into two groups that would each prepare and cook their entrees in separate heats. The first group prepared their dishes for the contest on the stage, the judges were able to walk up onto the stage and observe their preparation. When the dish was finished, it was shown to the judges first and then divided to small portions for judge’s tasting and scoring. After the scoring for all five dishes was completed, the same procedures were repeated for the second group. While the judges were busy scoring the second group’s entrees, the master-of-ceremony for this event interviewed some of the audience members and chefs to get their views about this contest. The audience unanimously agreed this kind of activity was a creative way to apply US frozen potatoes in the style and taste of local cuisines. This event increased available menu items, and provided more choices to consumers. These new dishes, developed according to local tastes and preferences, helped generate excitement and enthusiasm for US frozen potato products and the potential for increased ideas and usage by the participating chefs and restaurants. Cooperation between the USPB and local restaurants and culinary associations is valuable for increasing demand for US frozen potatoes. Mr. David Keifner, the Deputy Director of USDA ATO in Shanghai and USPB International Marketing Manager, Susan Weller presented certificates to the restaurants the chefs were representing. After the scores were totaled and the results were announced, Mr. Wayne Batwin, the Director of USDA ATO in Shanghai and USPB Co-Chair of International Marketing Cheryl Koompin presented awards and diplomas to each of the 10 chefs. They were recognized for different prize categories according to their total scores. All the dishes prepared during the contest were displayed along with the US frozen potato products used in these dishes. The Chairman of Tangshan Hotel & Restaurants Association, and representatives from Culinary Arts Master Club, Guangzhou Restaurants Association and Changshu Restaurants Association attended the contest in addition to the VIP guests and judges. Many SIAL visitors stopped by to view the contest, they also showed interest in the dishes prepared and displayed in the contest. A cooperative promotion featuring at least part of these dishes will be conducted in selected restaurants. It will give Chinese consumers an opportunity to sample these dishes and increase the market impact of this contest. SEMINARS DEMONSTRATE US FROZEN POTATO PRODUCTS FOR RESTAURATEURS The USPB representative office in China regularly conducts Integrated Potato Training Seminars throughout China. Seminars were held in Shantou and Nanning. Shantou is one of the earliest special economic zones in China and is located on the coast of Southeast China. Nanning is the capital city of Guangxi Zhuang Minority Autonomous Region. This autonomous region is located in southern China on the border with Vietnam. US fries have been served in these areas for several years with the Quick Service Restaurants (QSR) and local western style restaurants booming. But Chinese fries and other non-US fries have been trying to enter this area. In order to maintain US market share and also enhance the confidence of local Hotel, Restaurant and Institutional (HRI) customers using US fries, the USPB conducted the first educational seminars in Shantou and Nanning in cooperation with a US processor. The first training section was “Purchasing” where a video illustrated the advanced technology the US potato industry applies in potato growing, harvesting and processing. Using the “Big Fry” demo, the USPB Rep showed the relationship of longer fries and less oil absorption. Also the “Cotton String Test” told the audiences that high solids content US fries could provide more servings, and thus bring more profits to the restaurants. The USPB “Profitability” CD-R was demonstrated to show the exact additional profits restaurants can achieve by using US fries. During this section, the USPB Rep also made a presentation on potato nutrition information.
In the “Preparation” section, the demo chef explained proper Cold Chain Management and its effect on product quality. Also, some suggestions on kitchen management and food hygiene were provided by the demo chef. During the Q & A part of this section, eight questions related to proper preparation procedures were asked of the audience by the demo chef; a digital calculator with the USPB logo was presented to each person providing the correct answer. The last section of the seminar was the marketing session in which the USPB Rep introduced basic promotion skills and some successful Point-of-Purchase (POP) produced previously for USPB cooperators. Also, other USPB marketing activities, including Chain Training, LCI seminar, I/D Seminar, media campaign and the latest Chef Cooking Contest were explained in this section. The USPB Rep encouraged the audience to participate in the appropriate activities according to their needs. Altogether, 125 persons from 82 companies attended these two seminars, most of them being the executive chef or purchasing manager of local QSR/western style restaurants which are using US fries. According to the survey right after the seminar, 94 percent of participants agreed this seminar was very helpful and 90 percent of the participants agreed it would be more profitable handling US fries.
JAPAN NIKKEI MJ PAYS ATTENTION TO US POTATOES The USPB Japan Representative scored a huge Public Relations (PR) success in Nikkei MJ, the most prestigious marketing newspaper in Japan with a total circulation of 248,900. A September 3, 2008 article, stemming from previously paid for publicity efforts on US frozen potatoes, titled “Easy to prepare, no need of bothersome preparation”, discussed how US frozen potatoes can be used for many different types of dishes. This is just one of many continuing examples showing how the work of the USPB International Marketing Team lays the foundation for future sales of US potatoes and potato products, USPB PUBLICITY HELPS US POTATO SALES IN JAPAN In order to get more restaurants, hotels and bakeries to feature dishes made with US frozen and dehy potatoes, the USPB continues to publicize recent successes and new offerings in national trade journals. Two articles about the lunch buffet at the ANA Intercontinental Hotel in Tokyo, which features dishes made with both dehy and US frozen potatoes were published. Articles were also published on the frozen potatoes featured at Aux Bacchanales and the dehy served at St. Gelmain. Upcoming publications will feature two dishes made with frozen and dehy being served at Heichinrou, the first Chinese restaurant that opened in 1820 in Yokohama. Two dishes made with US frozen potatoes were also served at Poivier Café & Restaurant. Five dishes developed by a Japanese pub called Kichiri have also been created from US frozen potatoes. Kichiri is a chain with 40 outlets mainly in the Osaka region of Japan. By publicizing these new dishes, the USPB is able to reach many more chefs and restaurateurs than the staff could ever hope to reach individually. Based on the ever increasing number of new offerings, this publicity is having an exponential impact on US potato sales in Japan. US POTATOES FEATURED IN JAPANESE CONSUMER MAGAZINE
FROZEN BAKED POTATOES FROM THE US FIND A PERMANENT HOME ON PIZZA CHAIN MENU IN JAPAN The Chicago Pizza chain, with 120 delivery outlets in and around Osaka, Japan, has decided to make baked potatoes, made with frozen bakers from the US, a permanent part of their menu based on the success of initial sales. In May 2008 they switched from the initial offering of Marugoto potatoes, a two-piece set of whole oven baked potatoes with meat sauce and cheese on top, to “Maru-maru potatoes” a two-piece set of whole oven baked potatoes with tarako sauce and cheese on top. Chicago Pizza plans to permanently carry the baked potatoes with differing toppings for each season. US FROZEN MASHED POTATOES AS DESSERT? "Reincarnated Potato Brulee", made from US frozen mashed potatoes, is used to make dessert. In this dessert, potatoes’ unique taste and texture are combined with creme brulee, creating a novel flavor. Due to the added mashed potatoes, the amounts of whipping cream and egg yolks are slightly reduced, making it a healthy dish which appeals to customers. The Vampire Café in Tokyo has also launched another new dessert called “Potato and Pumpkin Brulee” made with frozen US mashed potatoes. Their first dessert, "Reincarnated Potato Brulee", was very popular when it was introduced and soon became a regular menu item at the restaurant. In both new menu items, potatoes’ unique taste and texture are combined with creme brulee, creating a novel flavor. Due to the added mashed potatoes, the amounts of whipping cream and egg yolks are slightly reduced, making it a healthy dish which appeals to customers. BENEFITS OF US DEHY AND FROZEN POTATOES DEMONSTRATED FOR JAPANESE BAKERY CHEFS Chef Yamazaki was able to demonstrate the benefits of utilizing US potatoes in baked goods throughout the hands-on presentation to 55 participants representing 39 bakeries and nine media companies. A majority of the participants rated the seminar as very informative, resulting in samples being requested and new products being launched. One participant commented, “I knew about the usage of potatoes in bread before, but did not know until today that the potatoes can bring a lot of benefits to the finished products.”
MALAYSIA MORE US FROZEN POTATO PRODUCTS ADDED TO THE MENU AT THE HILTON HOTEL IN PETALING JAYA, MALAYSIA After meeting with USPB representatives in Malaysia, Chef Zul Aman, from Uncle Chili’s Bar & Restaurant at the Hilton Hotel in Petaling Jaya, added lattice cut and tater tots to a menu already featuring shoe string, crinkle cut and wedges. According to Chef Zul, their usage of US frozen potato products has increased 10 percent as a result of these new products. DUO FRIES PROMOTION AT A&W MALAYSIA The USPB conducted a two-month cooperative promotion with the 31-outlet A&W restaurant chain in Malaysia. This promotion features a combo of curly and stealth fries topped with either Coney Dog sauce or Cheesy sauce. MALAYSIAN RESTAURANT ENJOYS SUCCESS WITH WIDE VARIETY OF US FROZEN POTATO PRODUCTS Chef Ravi, of the Telwai Street Bistro in Kula Lumpur, attended a USPB trade seminar, jointly organized with the Chef Association of Malaysia and held at the Novotel Hotel November 2007. Chef Ravi found the seminar very interesting and appreciated the opportunity to learn more about the quality of US frozen potatoes, as well as how versatile US frozen potatoes could be. Before the seminar, the restaurant was using just straight cuts and crinkle cut US frozen potatoes. However, based on what they learned at the seminar, Telwai Street Bistro started serving US steak cut frozen potatoes, and customer feedback has been positive. Chef Ravi is keen to look at other types of cuts of US frozen potatoes, such as hash browns and wedges he could serve in his restaurant. This popular F&B outlet is located in a busy uptown Bangsar neighborhood, with a mixed clientele of both expatriates as well as locals. The restaurant is popular for its western dishes and is usually full, especially during weekends and holiday periods. READY-TO-EAT FRIES A HUGE SUCCESS AT SUPERMARKETS IN MALAYSIA
Tapping into a new channel for US frozen potato products, the USPB representative in Malaysia worked with Jusco supermarket to get them to introduce ready-to-eat fries in their deli section. Since an initial launch, the supermarket is now offering seven different cuts: Tater Tots, Spudsters, crinkle cuts, curly fries, basket weaves, steak fries and wedges. The fries have become the best selling item in the ready-to-eat section at the deli and have expanded to occupy an ever increasing portion of the display case, as shown in the photos. Because of this success, Jusco plans to expand US fries to all 27 outlets in Malaysia from the initial eight outlets. MALAYSIA SAYS YES TO MORE US FROZEN POTATO PRODUCTS Surgarbun, a 23 outlet, quick service restaurant chain in Malaysia, was introduced to the wide range of US frozen potato products by the USPB representative office. After consulting with their distributor, the owners decided to add three new specialty items to their menu: JR Buffalo Sticks, Tater Sticks and JR Buffalo Slices. The USPB will conduct a cooperative promotion with the chain to introduce consumers to these new offerings. KOREA US FROZEN POTATOES CONTINUE TO PENETRATE NEW CHANNELS IN KOREA CJ Foods Korea has launched two new retail curry products using US frozen potato dices. The +2 Curry has 7 percent US potatoes and comes in two different flavors of spicy and a little spicy. The other new product, Chicken Ball Curry, contains 5.6 percent US potatoes.
US FROZEN POTATOES CONTINUE THEIR HIT RUN ON KOREAN HOME SHOPPING NETWORKS GS Home Shopping, a major TV home shopping channel, decided to copy the Hyundai Home Shopping Bennigan’s wedge potato program. The program launching this new item was aired August 1 and again on August 5, 2008. As you can see from the photos below, these products are fully explained and promoted during the show. The GS product set is even more favorable than the Hyundai set as it includes seven packs of pork ribs plus five packs of US deli cut potato wedges. Apparently, this is a popular item with Korean consumers as they were sold out on all 3,000 sets prepared for each show. GS also added a microwave cheese potato dish.
US POTATO AND EGG SALAD NOW AVAILABLE AT COSTCO KOREA A small sized food manufacturer, Aloman Foods, who has been supplying quail eggs to Costco in Korea, launched a new product, Potato & Egg Salad at six stores of Costco. This product is a mashed potato & egg salad with some vegetable pieces, and the potato used for the base is US frozen mashed potato, with a potato content of 12.6 percent. On the product package, is suggested this product also for bread spread. It is distributed in the chilled section at a cost of about $7/1 kg pack.
The Grand Hilton Hotel in Seoul launched four new US fry items in their three in-house restaurants. Added to the menu are US deli wedges, coated fries, hash browns and frozen baked potatoes. Often, products featured at upscale hotels then get picked up by chefs at other restaurants throughout the country. KOREAN’S CAN’T GET ENOUGH US POTATOES WITH THEIR RIBS
Hyundai Home Shopping, one of the top five national TV Home Shopping channels, operated by Hyundai Group & Hyundai Department Store, launched US potato deli wedges as a side for Bennigan’s Pork Rib. The actual first TV show was July 5, 2008, but the arrangement for the launch was done in June 2008. At the TV show, the chief R & D Manager, Mr. Jae-Seok Choi, who had won the grand prize at a USPB Menu Contest in 2004, demonstrated the easy pan-fry cooking of wedge potatoes. Since the first show was a much greater success than expected, they extended the show time from three times for 30 minutes to 8 times for 1 hour each. From the first show, over 2,000 sets, which have two packs of potato wedges per set, were sold. To gain further benefits and spur possible copycat products, the USPB is promoting this success to the trade in Korea with a press release, titled, “The TV Home Shopping Launch of Potato Wedges as a Side for Bennigan’s Pork Rib at Hyundai Home Shopping”. US FROZEN MASHED POTATOES HIGHLIGHTED IN KOREA USPB Korea conducted a sampling demonstration promotion featuring potato salad made with US frozen mashed potatoes at six Costco stores. Samplings were done with the mashed potato salad by itself and also as a spread on bread.
USPB/MEXICO COOPERATIVE PROMOTION WITH BENEDETTI’S PIZZA DELIVERS EXCELLENT SALES RESULTS From the launch day, June 26, to August 18, 2008, the three business models of this important chain sold a total of 25,069 orders of B-Fingers.
From the day of the launch, June 26, to August 18, 2008, the three business models of Benedetti sold a total of 42,941 Papachas orders.
MORE US POTATOES AT THE MOVIES The Cinemax movie theater chain, with 48 outlets in Mexico City and throughout Mexico, is now selling US frozen potato appetizers and shoestring fries. This means the two largest movie theater chains in Mexico are now featuring US frozen potato products. The development of this nontraditional channel is resulting in substantial net new business for US potatoes. USPB SUPPORT HELPS LAUNCH TWO NEW FROZEN POTATO PRODUCTS IN MEXICO
Benedetti’s Pizza chain in Mexico just added two new US frozen potato products to their menu: frozen wedges and battered potato appetizer. The USPB helped support the launch with a cooperative promotion campaign for point of sale that included banners, posters, hangers and flyers. All of the materials included the wording “Delicious Potatoes from the US”. Benedetti’s Pizza is the third largest pizza chain in Mexico with 135 outlets throughout the country. USPB FROZEN POTATO SEMINARS TAILORED TO MEET THE NEED OF MEXICAN FOOD SERVICE The USPB representative office in Mexico conducted 17 different seminars during the April-June quarter of 2008. Different seminars were conducted for the different restaurant chains, distributors and gastronomy schools based on their needs. These seminars are customized for restaurants and distributors, who are in direct contact with the product—such as kitchen and storage personnel. In the case of distributors, salesmen also attended the seminar because this information is important for them when visiting clients. During June 2008, the UPSB food engineer gave seminars for owners, managers and staff of different Benedetti’s Pizza outlets in Mexico City and Guadalajara. This is an important pizza chain with more than 130 outlets in the country. During the April–June quarter of 2008, Benedetti’s launched two new frozen potato products called B-Fingers (appetizers) and Papachas (Frozen wedges).
US DEHY AND FROZEN POTATOES FEATURED AT TRADE SHOW EXPROTUR VALLARTA 2008 During October 2008, the USPB was present at the EXPROTUR Vallarta Trade Show in the “All American Café” of the US Pavilion, where different cooperators were invited to participate with informative materials and the opportunity to present recipes using US products. The USPB provided informative brochures about dehy and frozen potatoes and a recipe using US standard potato flakes and shoestring fries. These recipes were demonstrated by a chef, hired by the US Pavilion, with an extensive knowledge of the use of processed potatoes in foodservice.
US FRIES’ QUALITY RESULTS IN SWITCH FROM COMPETITOR PRODUCT In July 2008, the USPB conducted a Frozen Potato Product seminar for a US importer and their customers in Jogjakarta, Indonesia. The owner of Tela Tela, which operates about 1,200 push-carts and kiosks in Indonesia selling deep fried cassava and fries, as a result of attending this seminar, learned of the quality of US frozen potatoes and decided to begin purchasing US frozen potatoes. The owner had previously purchased fries from Canada and New Zealand, but is now selling US fries at all his push carts and kiosks in the city of Jogjakarta and Jakarta. Tela Tela plans to have a complete switch to US fries for all their 1,200 push-carts/kiosks nationwide once he can sort out his supply logistics. The owner hopes to complete this exercise in a year’s time and once he has made the 100 percent switch, the USPB will then support his sales of US fries via co-op promotion. MORE FROZEN POTATOES HIT THE MENU IN INDONESIA Following merchandising visits by the USPB representative, Papa Ron’s Pizza in Indonesia has added additional specialty fries to their menu. Papa Ron’s was already serving wedges, crinkle cuts and lattice cuts from the US and added potato skins and shoestring fries in October 2008. The USPB will soon be conducting a cooperative promotion with Papa Ron’s to promote all these US frozen potato products. NEWS YOU CAN USE US POTATO EXPORTS REACH RECORD HIGH FOR SECOND YEAR IN A ROW
Total US potato exports for frozen, fresh, dehydrated, chips and seed potatoes and potato products were valued at $1.11 billion in the July 2007 to June 2008 marketing year (MY2008). This marks an 11.35 percent increase over MY2007 and represents the fifth consecutive year of export growth. The volume of exports increased 10.28 percent for a total of 1.2 million metric tons (MT). The fresh weight equivalent of these exports comes to 53.4 million cwt of potatoes that left the United States for foreign markets. The highest rates of growth were in Southeast Asia where sales to Malaysia were up 69 percent, Thailand—up 32 percent, Indonesia—up 31 percent and the Philippines—up 12 percent. Combined exports to China and Hong Kong reached 76,877 MT—up 22 percent over the previous year. Sales of specialty products helped frozen exports to Korea grow by 21 percent to 33,976 MT. The only real disappointment was a 7 percent decline in exports to Mexico—down to 84,112 MT from 90,433 MT in MY2007. Much of this decline appears to be attributable to very low priced retail product from Canada and the EU eroding US market share at retail. Exports of fresh potatoes (table-stock and chip-stock) increased by 15 percent to 293,230 MT, valued at $135 million. In this case the growth mainly came from Mexico and Canada. Canada accounts for 59 percent of total fresh exports and grew by 4 percent this past year. Mexico is the second largest market. Despite the restrictions on exports to the 26 kilometer frontier zone, exports still grew by 23 percent to 56,588 MT valued at $26 million. The USPB’s target markets in Asia, while much smaller, also imported increased quantities of fresh US Potatoes. This growth was led by fresh potato exports of 12,989 MT to Korea—a 448 percent increase, and 16,000 MT to Taiwan—a 28 percent increase. The largest percentage increase was 769 percent as over 5,000 MT of chipping potatoes were exported to the Philippines. Thailand is also a new and growing chip-stock market with exports up 223 percent to 2,733 MT. Malaysia imports both chip-stock and table-stock and saw an increase of 74 percent up to 7,395 MT. Hong Kong and Singapore are mainly table-stock markets and experienced growth of 5 percent and 19 percent, respectively. Despite the short supplies and significantly higher prices, exports to the USPB’s target markets in Asia were able to remain stable due to strong demand in these markets. Dehydrated potato exports were the only category registering a decline in MY2008, as reduced supplies in the United States restricted availability for the foreign markets. Total exports were down 12 percent by volume to 88,963 MT with value off 7 percent to $132 million. The biggest decline was in exports to Mexico, down 50 percent as demand from the Frito-Lay Stax plant dried up. Seed potato exports remained at roughly the same level with a slight increase to 11,203 MT, valued at $6 million. There was good growth in the USPB’s target markets of Nicaragua and Uruguay, and exports of US Seed Potatoes to Brazil and Sri Lanka were the first ever for these markets. Q4 2008 NPD GROUP’S POTATOTRAC© REPORTS OFFER GUIDANCE TO INDUSTRY MARKETING EFFORTS POTATOTRAC is a cooperative wholesale foodservice measurement service. SKU level data is collected for all frozen potato shipments from the four major frozen potato processors (Cavendish, Conagra (Lamb‐Weston), McCain, and Simplot) to all U.S. foodservice customers, as well as foodservice exports from the U.S. to foreign countries. The data collected is categorized and combined totals are played back to all POTATOTRAC clients (believed to be limited to those four processors and the USPB). While the PotatoTrac figures do not account for 100% of the frozen potato products sold to U.S foodservice distributors and operators, they certainly account for the overwhelming majority of it, Most important, this data should provide a very reliable indication of period‐to‐period trends in foodservice sales of frozen potato products. Q4 2008: Total dollars were up 8.5%, with domestic sales up 8.0% and export sales up 12.0%. Total pounds were off 2.2%, driven largely by domestic sales off 3.2% while export sales were up 4.1% YTD Q4 2008: Total dollars up 9.1%, with domestic sales up 9.2% and export sales up 20.7%. ESSENTIAL FOR A SUCCESSFUL FROZEN PROGRAM—TRAINING THE TRAINERS
International Frozen Potato Program: The Overview
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The participants at the seminar were the chefs and decision makers from 35 restaurants in five cities around China. These restaurants are clients of US frozen potato product processors and were recommended by the restaurant/culinary association in each of their respective areas. The purpose of this seminar was to introduce the current application of US potato products in various cuisine styles and to inspire contest candidates to create new potato dishes.
A US frozen processor rep made a presentation on the characteristics of their US frozen potato products while 11 varieties of US frozen potato products were sampled and tasted during the tea break. 
Benedetti’s Pizza, a Mexican pizza chain and USPB foodservice partner, delivered results to the US frozen processing sector. A recent sales report included pictures of their B-Fingers (potato appetizers) and Papachas (Frozen Wedges). The company reported very good numbers during the first two months of the introduction for both products, with support from USPB, through a cooperative promotion.
One of the core activities of the USPB International Frozen Program occurring in developing countries is the Integrated Training Program. The essence of this activity is not only to ensure importers/distributors and foodservice operators are purchasing high quality US frozen potatoes, but to guarantee consumers are served the same high quality product at the stores. By continuously educating and training the foodservice sector via food engineers, the USPB Frozen Program has continued to create loyalty.
As the International Frozen Program adds new markets, the USPB continues to train its newly hired international representatives and their training staff on the basics of good frozen potato preparation, handling and marketing. Such was the case mid-July 2008 as frozen food engineers, hands-on staff and new representatives from Central America, China, the Philippines, Malaysia, Indonesia and Thailand convened in Mexico for two days to learn first-hand from experienced USPB frozen potato engineers. In addition to the hands-on frozen training, these international USPB staff members exchanged program ideas, toured successful foodservice operations and viewed US frozen potato promotions taking place in the market. All of this ensures a consistent and successful USPB Frozen Program will continue.