April 18 , 2008

MASHED POTATOES MADE WITH US DEHY LAUNCHED IN JAPANESE “ENGLISH-STYLE” PUB

The USPB’s Japan Representative Office announces English-style pub, HUB, operated by HUB Co., Ltd. of Tokyo, is going to start offering two mashed potato items made with US dehy: Roast Beef with Mashed Potatoes and Shepherd’s Pie, at its 39 shops across Japan, beginning March 27th. Mainly in the Tokyo, Chubu and Kansai regions, HUB operates a total of 47 shops, including 39 shops under the HUB brand and 8 shops under the 82 ALEHOUS brand.

HUB is an English-style pub targeted at male and female office workers in their 20’s and 30’s. Customers have casual drinks and enjoy conversation in an atmosphere just like that of a real English pub. The menu includes HUB’s Original Beer and Fish & Chips, a typical homemade English food.

To develop menu items using mashed potatoes, a typical English food, they made test products with several kinds of potato flakes and decided to use US standard potato flakes. The person in charge of menu development at HUB says, “We decided to use US standard potato flakes because they have a rich, deep taste and remain delicious over time.” He also appreciates that “standard potato flakes are labor-saving, easy to handle and convenient because we can prepare mashed potatoes just by rehydrating them in milk.”

	Roast Beef with Mashed Potatoes Joshugyu beef marinated in a secret sauce is cooked and placed on top of smooth mustard and mashed potatoes. Authentic English-style roast beef.
	Shepherd’s Pie A traditional English dish. Ground meat is covered with light mashed potatoes instead of pie puff pastry and baked. It is characterized by the fluffy texture and juicy taste of meat.
	You can prepare mashed potatoes using standard potato flakes just by rehydrating them in hot water. You can use them as an ingredient in bread and noodles, a thickener for soups and sauces, and a binder for nerimono (ground, cooked fish meat) as well as an ingredient in dishes such as potato salads and croquettes.

USPB JAPANESE REP SPONSORS A "GET-TOGETHER WITH MEDIA" FEATURING NEW STARBUCKS MENU ITEMS MADE WITH US DEHY

In their continuing effort to trumpet the benefits of US dehy and showcase new products, the USPB’s Japanese marketing rep, Uniflex Marketing, recently sponsored a "Get-Together with Media" event.

Featuring Starbucks’ "Coffee-Tasting" and the launch of their new Tuna Melt Sandwich, “powered” by US dehy in the bun, and the introduction of the use of standard potato flakes in other foods, such as, potato cheese cake, potato jelly and potato breads, by USPB Japan, all invited media attended.

“They were very surprised to learn potato flakes can be used in many ways such as food, breads, sweets, etc.,” noted USPB Japan rep, Rie Tomoda. “The ‘coffee-tasting’ was also a big hit, making for a very successful event.”

Chalk up another success for the USPB International Dehy Program!!

A CAFTA-DR SUCCESS STORY

As a result of US-CAFTA-DR, US frozen potato exports to the region are growing.  Exports to the signatory countries grew 27% to 14,642 metric tons, valued at $10,294,000 in 2007 as compared to 2006. Specific market increases were 29% to Guatemala, 16% to Honduras, 4% to El Salvador, 65% to the DR, 69% to Nicaragua and 18% to Costa Rica.  In response to this opportunity, the USPB recently hired a new representative to cover the region and will initiate Market Access Program (MAP) funded programs in July 2008.

USPB CONTINUES TO PROMOTE POSITIVE QUALITIES OF US FROZEN POTATO PRODUCTS IN CHINA

As part of the USPB’s continuing efforts to project a healthy image for US potato products in China, another in a series of press releases on potato nutrition was released in January. Through early March, 57 media outlets in 19 cities across China had utilized this release. Additionally, an advertorial was released at the end of February, with 10 media outlets publishing the story by mid March. The next press release went out in mid-March, but it is still too early to measure the pickup. The USPB also partnered with the magazine Trendshealth, resulting in the delivery of the USPB nutrition brochure in 180,000 copies of the magazine delivered in Shanghai and Beijing. Media seminars on US potato nutrition and health will be held this spring in Shanghai, Beijing and Guangzhou.

The restaurant and hotel trade are also being reached with the USPB messages on profitability and new product applications for US frozen potato products through advertisements in the five top professional food magazines published in China.

MEXICAN CONSUMERS CONTINUE TO RECEIVE THE GOOD WORD ON US POTATOES

During February two media outlets in Mexico published positive articles on US potatoes based on press releases sent out by the USPB’s Rep in Mexico. Siempre en Familia, a magazine oriented towards people interested in family health and cooking, published an article featuring two recipes using US potatoes. The newspaper, El Universal, published an article entitled “Potatoes and My Health”, featuring nutrition information on potatoes.  It is anticipated many future articles and stories will continue to be generated from the extensive PR kit on US potatoes sent to over 400 media contacts.

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