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NOMINATIONS FOR 2009 US POTATO BOARD MEMBERS NOW OPEN
All state potato organizations have now received the information and materials to begin the process of seeking and nominating interested growers for positions on the USPB Board for 2009. All growers would be seated on the Board at the 2009 Annual Meeting in Denver, March 11-13, 2009.
If you are interested in being considered by your state grower leadership to fill an open spot representing your state, please contact your State Manager, or for more information, contact Alexandra Grimm, USPB Industry Communications & Policy Assistant Manager, at alasonde@uspotatoes.com or 303-873-2311.
2008 UNITED STATES POTATO BOARD CONSUMER RESEARCH, CAMPAIGN & SALES DATA RELEASE
Each spring, the USPB releases several year-end reports to update the industry on the potato consumer, their consumption and segmented trend data.
Whether you are a supplier or retailer, understanding the consumer is critical to the future success of the potato category. The key trend remains: Consumers continue to move away from traditional potato offerings and are looking for quick and easy solutions to mealtimes.
An executive summary of each report (Calendar Year 2007) is provided below. The full reports are available by contacting Carroll Graham at the USPB, carrollg@uspotatoes.com or 303-369-7783.
2007 POTATO ATTITUDE AND USAGE STUDY – PREPARED BY SYNOVATE
The objectives of the Potato Attitude and Usage Study are specifically designed to:
- Continue tracking attitudes and beliefs about potatoes amongst the National Audience
- Provide a new benchmark, called Media Target, to be tracked for future waves of research, including execution of the “Potatoes…Goodness Unearthed™” campaign.
- Explore differences amongst key analytical segments, related to potato perceptions and consumption
Results:
There were very few changes in consumer attitudes or reported use of potatoes in the 12-month period between January 2007 and January 2008.
- Potatoes continue to be served regularly. In the seven days prior to these interviews, potatoes were served at home by 82% of the women an average of 2.6 times in that same seven-day period.
- Most consumers expressed positive attitudes toward potatoes, particularly in terms of convenience and value. 40% considered versatility to be the best thing about potatoes, followed by 34% mentioning taste or flavor, and 28% saying potatoes were healthy or nutritious.
- However, a significant minority continues to hold negative opinions. 39% say they are making a conscious effort to eat fewer mashed or baked potatoes, and 30% express some negative attitude toward potato nutrition, apparently driven in large part by 25% who agreed with the statement “potatoes were fattening.”
- Perceptions of the worst thing about potatoes focused on their being unhealthy or lacking in nutrition, mentioned by 57% of the women, who mostly referred to potatoes being fattening or high in carbs. In this regard it may be quite significant that 13% continue to say they currently follow a low carbohydrate diet.
How to Use the Findings:
To market and communicate effectively to consumers, you must understand the beliefs that drive consumers’ purchase decisions. Fresh potato suppliers need to understand the consumer and apply that information to all of their potato offerings. The future of the potato category requires suppliers share their consumer knowledge with retailers and help them develop plans that will increase interest and demand for potatoes.
2007 NATIONAL EATING TRENDS: POTATOES – PREPARED BY THE NPD GROUP
This study examines trends in in-home potato consumption. Data is collected from a balanced panel of 2000 households, who report all foods and beverages consumed by all individuals during an average two-week period via a paper diary. (In-Home includes all foods and beverages prepared and/or consumed in the home. Includes carried meals, i.e., brown bag lunches). A snapshot inside the average American household at meal time.
Results:
- In-home potato consumption has stabilized since a brief dip in ‘04. French fries and Other/Specialty Potatoes have increased in consumption, while other forms such as Mashed, Baked, Boiled, and Other Fried have declined.
- Fresh potatoes are driving the decline in the category, while convenient forms like instant and frozen have grown with consumers’ need for convenience in general.
- “Center of the plate” protein consumption remains elevated…while poultry’s gains have begun to stabilize, it still enjoys the greatest protein dinner presence. Potato’s presence at protein meals continued to decline in 2007, despite the increase in protein consumption.
- The percent of protein eatings at dinner that include potatoes declined in 2007 for Beef, Poultry, and Fish/Seafood; Pork/Ham experienced an increase.
- The popularity of the low-carb diet has impacted consumption of potatoes, as low carb dieters consume potatoes in-home at 75% the average rate. Adults following other types of diets consume potatoes at very average rates, however.
- With fewer individuals now following a low carb/high protein diet, overall potato eatings have rebounded as an affect. For the year ending 2007, 3% of adults are on a low carb or high protein diet.
How to Use the Findings:
All potato growers should take interest in this report as it covers all forms of potatoes eaten in-home. Fresh suppliers should also bolster their consumer knowledge with this report and use many of its key points when presenting to their retail accounts.
STERLING BRANDS CAMPAIGN PRESENTATION
Sterling Brands, a leading, independently-owned marketing and branding agency, was hired to research and create a winning campaign signature that would carry a unified message for the potato industry. The result was “Potatoes…Goodness UnearthedÔ”. This presentation takes you briefly through each step of this work from the strategy and positioning to final execution ideas.
AC NIELSEN - 9 REGION MAP
A map of the nine AC Nielsen regions included in the Supermarket and Retail Portal data sets.
AC NIELSEN 2003 – 2007 FROZEN FOODSERVICE POTATO DATA SET
AC NIELSEN 2003 – 2007 SUPERMARKET DATA SET
- 2003 – 2007 Trend Retail Chips
- 2003 – 2007 Trend Retail Consolidated
- 2003 – 2007 Trend Retail Dehy
- 2003 – 2007 Trend Retail Fresh
- 2003 – 2007 Trend Retail Frozen – note: 2005 – 2007 excludes sweet potatoes
- 2003 – 2007 Trend Retail Refrigerated
- 2003 – 2007 NPD-IFMATRAC Full Frozen Potato Foodservice data set
US DEHYDRATED POTATOES GET THEIR DAY IN THE SUN
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The USPB featured dehydrated potatoes at a booth at the Food Hotel and Tourism Bali 2008 Trade Show at the end of February. The show was targeted at the hotels, food service and bakery industries in Bali, Indonesia. During the three days of the show, the following food items were provided to attendees: mashed potatoes made from granules with a Balinese curry thickened with ground flakes, oxtail soup made with dices and banana fritters with ground flakes. These recipes were developed by the executive chef at the Tugu Hotel in Bali. While it was a relatively small show, the booth attracted over 150 visitors, all of whom were very interested in dehydrated potatoes from the US. A number of importers and distributors stopped by to obtain exporter lists, and it is hoped will contact the processors to become dehy importers. With the tourism industry expected to grow throughout Indonesia, US dehydrated potatoes have good potential for growth in the market in the future.
 In conjunction with the show the USPB also conducted a bakery seminar on a “Healthier Sweet Bun”. The seminar taught the Balinese bakers about US dehydrated potatoes and their function in bread and sweet bun production. The bakers were very interested in how they can reduce their costs, but still maintain the quality of their sweet buns. The presentation by Cereal Tech covered exactly what the audience wanted to know. In addition to the sweet buns, the seminar also featured turkey and ham quiche made with dehy slices and Le Strege, an Italian style cracker, made with flakes. The Le Strege was very well received, and it appears a number of bakers are interested in starting to sell this product made from US flakes.
US MASHED POTATOES ABSOLUTELY FABULOUS AT FABEX JAPAN
 The USPB representative office in Japan exhibited at the 11th FABEX Food Show in Tokyo, April 9-11, focusing on the use of US mashed potatoes (both dehy and frozen) in quick service and deli food service settings. Eleven different types of dehy and frozen mashed potato products were displayed, along with information on their advantage over local fresh potatoes. The display also provided information on innovative serving suggestions appropriate to these specialized food service settings. Four different dishes, made with US mashed potatoes, were served to the visitors: beef stew & mashed potatoes, mentai potato soup, potato paste matcha mizuyokan and potato cheesecake. The show attracted 55,383 visitors over the three days and the USPB provided 4,550 sample meals made with US mashed potatoes.
JOHNNY MOO SWITCHES TO US FRIES TO PRESENT A TRUE AMERICAN EXPERIENCE IN CHINA
Johnny Moo restaurants in Shanghai formerly used Canadian
fries, but after a USPB China representative visit to the store at
the end of 2007, Johnny Moo got more information about US
frozen potato products and support from USPB’s marketing activities, so it switched to US frozen potato products in all three stores. The US products now being served are US shoestring fries, US curly fries and US hash browns.
The first Johnny Moo restaurant was established in 1995, with the decor following the nostalgic feeling of the ‘50s and ‘60s in the USA, and is serving valued, genuine, US style food. Ms. Liu, the General Manager of Johnny Moo restaurants commented US fries have a more natural color and better taste compared with Canadian fries, customers also like the US fries. After switching to US fries, the sales volume was increased to 120 cases per month from 70 cases. The sales of hash browns also increased to 11 cases from five cases per month. Johnny Moo also plans to do a co-op promotion with the USPB when the fourth store opens. This year, Johnny Moo would also open the first restaurant in Beijing to serve delicious US frozen potato products to more customers.
USPB NUTRITION SEMINAR IN CHINA COVERS “NEW DIETARY GUIDELINES ADVOCATE NEW NUTRITION TRENDS”
 The 2008 USPB Potato Nutrition Seminar was held in Shanghai, Beijing and Guangzhou, China on March 14, 18 & 20 respectfully. Over 100 media professionals from these cities and nearby areas attended the seminars. The Ministry of Health of China released the latest version of dietary guidelines for Chinese residents in January 2008; it recommended the average intake of grains, including tubers, should reach 250-400 grams daily. In order to introduce the important role of potatoes in China’s dietary structure, and also deliver the concept that frozen foods (including frozen potato products) can meet the demands of contemporary daily life, while still delivering the nutrients as well, Professor Zhao Faji, a member of Expert Council of Dietary Guidelines for Chinese Residences, Honorary Director of the Chinese Nutrition Society and Honorary President of the Shanghai Nutrition Society; and Mr. Liu Longchang, Deputy President & Secretary-General of Branch Association of Refrigerated Warehouses of China Association of Warehouses and Storage, were invited by USPB as expert presenters. The experts delivered presentations featuring the characteristics of the latest version of the dietary guidelines, potato nutrition information and that advanced frozen technology/cold chain management would assure the convenience, hygiene and nutrition of US frozen potato products. During the Q & A section, Mr. Zhao and Mr. Liu also provided answers to the questions raised by the audiences. Three dishes featuring US frozen mashed potato, US hash brown and US potato skins were presented to the media representatives for their tasting.
The seminars had immediate results with 69 media releases within the 30 days after the seminars. Of extreme importance is the fact one of the two newspapers in the country, Xinhua News Agency, provided extensive coverage. Xinhua was established in 1937 and is the biggest and most authoritative news agency in China. Their report was published on the official website of the China Central Government and provides very positive information on potato consumption.
THE POTATO: UNDESERVED BAD REP
(EDITOR’S NOTE: Reprinted transcript from The Early Show on CBS, Thursday, April 17, 2007, http://www.cbsnews.com/stories/2008/04/17/earlyshow/living/recipes/main4021787.shtml)
STILL AFFORDABLE, AND ACTUALLY HEALTHY; TOPPINGS AND PREP ARE THE PROBLEMS
 The potato is misunderstood.
Long thought of by many as unhealthy, that reputation is off-base, experts say. It's what folks put ON potatoes, and how they're prepared, that can make potato dishes bad for you.
On The Early Show (CBS) Thursday, April 17, Bon Appétit magazine Contributing Editor Dede Wilson stuck up for the potatoes, pointing out their merits.
With food prices spiking, the good news is that the potato is still cheap! And, contrary to popular belief, it DOES have plenty of nutritional value.
The Food and Drug Administration has praise for the potato:
• Calories: One medium-sized potato has 110 calories
• Fat: 100 percent fat-free
• Cholesterol: Cholesterol-free
• Sodium: Sodium-free
• Potassium: Good source of potassium when consumed with skin. Potatoes rank highest for potassium content among the 20 most frequently consumed raw vegetables and the 20 most frequently consumed raw fruits.
• Fiber: One wholesome, satisfying potato contributes two grams of fiber to the diet, eight percent of the recommended daily value.
• Vitamin C: Potatoes are an excellent source of vitamin C (45 percent of the recommended daily value), which is the same amount as a tangerine, and more vitamin C than one medium tomato (40 percent of the recommended daily value) or sweet potato (30 percent of the recommended daily value).
A potato isn't just a potato. As you'll notice when you head to the store, there are several different varieties. There are three basic categories to keep in mind. These categories matter because some potatoes work better in certain dishes.
STARCHY: Most commonly called Russet or Idaho potatoes, these potatoes are high in starch and are characterized by netted brown skin and white flesh. Russets are light and fluffy when cooked, making them ideal for baking and mashing. They're also wonderful for frying and roasting.
WAXY: These are usually round red or white potatoes that are creamy in texture and hold their shape well after cooking. This makes them well-suited for salads, roasting, boiling and steaming. Round-reds are often referred to as "new potatoes" but, technically, "new" refers to any variety of potatoes that's harvested before reaching maturity.
YUKON GOLD: These potatoes have a dense, creamy texture and make great mashed potatoes; with their golden color, you almost can be fooled into thinking they're buttered!
Other potatoes include:
BLUE AND PURPLE: They originated in South America and have begun to gain popularity in the United States. Blue and purple potatoes are mostly available in the fall. These relatively uncommon tubers have a subtle nutty flavor, and flesh that ranges in hue from dark blue or lavender, to white. Microwaving preserves the color best, but steaming and baking are also favorable methods of preparation.
FINGERLING: These are baby versions of the long white potato that falls into the waxy category.
The United States Potato Board confirms that "French fries" are the most popular way Americans eat potatoes.
The U.S. Department of Agriculture says the average annual American potato consumption is 126 pounds:
• Frozen, which is mostly comprised of French fries (53 lbs)
• Fresh (44 lbs)
• Chips (16 lbs)
• Dehydrated (13 lbs)
Wilson showed how to make delicious French fries at home. And -- these are healthier than most restaurant fries, because they're baked, not fried.
She also has a spin on mashed potatoes: These potatoes are baked to add extra flavor. The recipe also calls for the addition of baked carrots, for a sweet touch.
RECIPES:
Red, White, and Blue Potato Salad
Potatoes in three colors give this salad an all-American look.
Makes about 8 cups.
1 cup chopped green onions, divided
1 cup sour cream
1/2 cup mayonnaise
1/4 cup white wine vinegar
4 teaspoons Dijon mustard
2 teaspoons sugar
2 teaspoons salt
1 teaspoon ground black pepper
1 pound unpeeled small or baby red-skinned potatoes
1 pound small purple or blue potatoes, peeled
1 pound unpeeled small white creamer or White Rose potatoes
2 cups cooked fresh peas, or one 10-ounce package frozen, thawed
1 1/2 cups crumbled blue cheese (about 6 ounces)
Paprika
Whisk 1/2 cup green onions and next 7 ingredients in medium bowl. Cover and chill dressing.
This can be made a day ahead-of-time. Keep it chilled.
Place all potatoes in large saucepan. Add enough water to cover by 1 inch. Sprinkle with salt. Bring to boil, reduce heat to medium, and boil until tender, 10 to 15 minutes (time will vary depending on size and variety of potatoes). Drain and cool to room temperature.
Cut potatoes into 1/2-inch-thick slices and place in large bowl. Add dressing, peas, and blue cheese; toss gently. Cover and chill at least 2 hours and up to 1 day.
Chive and Cucumber Vichyssoise
This variation on the classic chilled leek and potato soup includes a cucumber-chive puree, which adds a refreshing and flavorful twist.
Makes 4 servings.
1 tablespoon butter
2 leeks (white and pale green parts only), sliced (about 2 cups)
2 1/4 cups canned vegetable broth
1 6-ounce russet potato, peeled, cut into 1-inch pieces
1/2 cup whipping cream
1 8-ounce cucumber, peeled, seeded, cut into 1/2-inch pieces (1 1/3 cups)
1 cup chopped fresh chives
2 large radishes, cut into matchstick-size strips (optional)
Melt butter in heavy medium saucepan over medium heat. Add leeks; sauté just until soft but not yet brown, about 5 minutes. Add broth and potato. Simmer until potato is very tender, about 12 minutes. Using slotted spoon, transfer potato and leeks to blender. Add half of cooking liquid and blend to coarse puree. Add cream and blend, using on/off turns. Transfer to large bowl. Combine cucumber, chives and remaining cooking liquid in blender; puree until smooth. Mix into leek puree. Season with salt and pepper. Chill, at least 4 hours and up to 6 hours.
Stir soup and ladle into bowls. Garnish with radishes, if desired.
Bistro French Fries with Parsley and Garlic
In this baked version of shoestring potatoes, the texture of the fries varies -- some are crisp and some soft, but all are delicious!
Makes 4 servings.
4 medium russet potatoes (about 1 3/4 pounds), unpeeled
2 tablespoons canola oil
1/4 cup chopped fresh parsley
2 garlic cloves, minced
Coarse salt
Position rack in center of oven and preheat to 425°F. Cut potatoes lengthwise into 1/3-inch-thick slices, then cut lengthwise into 1/3-inch-wide strips. Pat potato strips dry with paper towels. Combine potatoes and oil in large bowl; toss to coat well. Divide potatoes between 2 large baking sheets; spread in single layer. Bake until potatoes are deep golden brown, turning and rearranging potatoes frequently, about 40 minutes. Transfer potatoes to bowl. Toss with parsley, garlic and coarse salt.
Baked Potato and Carrot Mash
Baking the potatoes and carrots before mashing them gives this side a rich, complex flavor. One pound of carrots, peeled, halved lengthwise if large, cut crosswise into inch-long pieces
Makes 8 servings
1/3 cup water
6 tablespoons (3/4 stick) butter, room temperature, divided
3 large russet potatoes (about 2-1/2 to 2-3/4 pounds, total)
3/4 cup sour cream
1/2 cup half and half, warmed
2 tablespoons chopped fresh chives
Preheat oven to 350°F. Place carrots and 1/3 cup water in 8x8x2-inch baking dish. Dot carrots with 2 tablespoons butter; sprinkle with salt and pepper. Place carrots and potatoes in oven; bake 30 minutes. Stir carrots and pierce potatoes with fork in several places. Bake until carrots and potatoes are tender, about 50 minutes longer. Using ricer, press carrots into large bowl, scraping in any juices from baking dish. Halve potatoes. Working in batches, scoop potato flesh into ricer, then rice potatoes into bowl with carrots. Using electric mixer, beat in 4 tablespoons butter, then sour cream, warm half and half, and chives. Season with salt and pepper.
Butter 13x9x2-inch oval baking dish. Spread potato mixture in dish, swirling mixture to create peaks. Can be made a day ahead. Cover; chill.
Bake in 350°F oven until heated through and brown in spots, about 25 minutes (35 minutes if chilled).
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