April 20, 2007

The Fresh Demand Working Group (FDWG) has identified the single most important action everyone in the fresh potato industry can do to increase demand immediately:

SEEK ADDITIONAL AD FEATURES AND PROMOTIONS FROM YOUR RETAIL CUSTOMERS!

The level of promotion activity on fresh potatoes has been significantly lower than desired, mostly because of retailer concerns supplies were too limited to support an aggressive promotion schedule. The entire US potato industry needs to change this misconception and increase the level of featuring activities to stimulate sales volume as soon as possible.

The United States Potato Board (USPB) and the Perishables Group have conducted an in-depth study of retail potato promotions which clearly demonstrates the impact on sales of promoting fresh potatoes at retail frequently.

Taking this information to your retailers is a win-win for everyone involved in the fresh potato industry, as well as retailers and consumers. It gives you something positive to discuss with your retail customer and positions you as a business partner with insights, information and proven techniques to increase potato sales. Help yourself and the whole industry by adding your efforts to push this action item forward right away!

The Fresh Demand Working Group is an industry forum created to bring together a mix of organizations and growers to address one common goal—increasing demand for fresh potatoes. If you have questions or would like to know more about the FDWG, please contact Tim O’Connor toconnor@uspotatoes.com or Mac Johnson macjohnson@uspotatoes.com.

Please forward this information to all your contacts and constituents in the fresh potato industry.

Come January 1, 2008, the nutritional values for potatoes change. These changes should be reflected on your packaging. With the nutritional changes, several of the claims are also affected. A CD is now available from the USPB providing the new Nutritional Label, and the claims which can be made. The CD also includes a revised Hispanic nutritional label, plus the Skinny Potato Graphic in both English and Spanish. Changes to fresh potato packaging can take place ahead of the change date. Contact the USPB for a copy of the CD or visit www.uspotatoes.com for these tools and resources.

The USPB has conducted a lot of research to support the industry over the past several months. Some of the many studies available include the “2007 National Eating Trend Report (NET)” by the NPD Group, which provides valuable insights into consumer trends; the “2007 Attitude and Usage Study” by Ipsos-Insight which measures consumer attitudes and how they use potatoes; complete “2006 AC Nielsen Supermarket Sales” for all categories; “2006 Frozen Foodservice Sales”, a concept and in-home use test of new microwave convenient fresh potato cooking techniques and recipes; and two studies concerning potato messaging to the consumer. All these studies are available now on CD’s for your use. Contact the USPB for either the research CD, or the sales CD or both.

Healthy MR. POTATO HEAD™ “ON THE ROAD AGAIN”

The Healthy MR. POTATO HEAD™ (HMPH) character took to the road this spring, visiting elementary schools and retail outlets to extend the potato nutrition message.  The USPB brought the costumed character to schools in Sacramento, St. Louis and Harrisburg, PA, for “Potato Power Rockin’ Recess” assemblies, touting the health benefits of a fit and active lifestyle combined with a balanced diet…one that includes America’s Favorite Vegetable.

“This is the second year this assembly program proved to be a great hook for TV and radio—even live coverage,” said Linda McCashion, USPB Vice President, Public Relations. “Healthy MR. POTATO HEAD, Radio Disney and gyms full of elementary school children, all excited about nutrition and fitness and dancing the Potato Power Dance…it’s a recipe for success.”

McCashion explained the ongoing partnership with Radio Disney proved invaluable.  Two high-energy, Radio Disney on-stage personalities toured with Healthy MR. POTATO HEAD, perfecting the script and performance. Prior to the assemblies, commercials on Radio Disney stations featured the American icon, as well as nutrition messages, which enticed several retailers to take interest in the program.

In Sacramento, the local ABC and FOX affiliates filmed at the schools. Three network affiliates in St. Louis - CBS, NBC, and FOX – featured the Healthy MR. POTATO HEAD segment as part of anchor banter in-studio or sent cameras to capture footage of the school assembly to air during the evening news.

In the pursuit of “linkage,” the USPB coordinated three store appearances with the assistance of local retailers. That’s why, although breaking news prevented TV crews in Harrisburg from attending the school assembly, all was not lost--coverage of the Giant Store kids’ tour on the local CBS affiliate featured the HMPH costumed character along with healthy lifestyle messaging. The USPB thanks Raley’s (Sacramento), Schnuck’s (St. Louis) and Giant Food Stores (Harrisburg) for tying-in with the USPB to promote potatoes during the assembly tour dates. 

The USPB participated in a co-op satellite and radio media tour during the same time frame as the Healthy MR. POTATO HEAD assemblies to build on the heightened awareness surrounding the potato nutrition message. In all, 34 television and six radio interviews aired nationwide, including top markets like Chicago, Boston, and Atlanta, for a combined total of more than 27.6 million consumer impressions.

Registered dietitian Ruth Carey was featured on the tour, delivering tips for getting kids to eat healthier. Kid-pleasers, such as Potato Nachos and Baked Fries, were displayed on the set, along with a variety of fresh potatoes. Carey delivered important nutrition messages about the health benefits of potatoes, while viewers and listeners were directed to PotatoHeadQuarters.com for healthy recipes, nutrition facts, and educational games.

On Tuesday, April 10th, the American Heart Association launched its “Face the Fats” campaign directed at helping consumers reduce fat in their diets, especially saturated and trans-fat. This campaign includes a website, www.facethefats.com, plus a media campaign. Celebrity chef, Alton Brown, is the programs’ spokesperson. This initiative was underwritten by part of an $8.5 million settlement paid by McDonald’s for allegedly failing to inform the public it had reneged on a promise to switch to healthier oils.

The web site has a variety of tools to help consumers reduce fat and eat a heart-healthy diet. Recommendations include more vegetables and fruits (potassium in potatoes is highlighted), more unrefined whole-gains, and fish at least twice a week. Foods to avoid include (but are not limited to) anything fried, bacon, mayonnaise, butter and full sugar sodas.

Consumers wanting to get to the recommended levels of fat can go to the www.myfactstranslator.com section of the site, enter their age, weight and level of physical activity and receive customized recommendations. 

Specific dietary changes include substituting:

• Fat-free or low-fat milk for whole milk
• Broth-based soups with vegetables for cream-based soups
• Grilled chicken or chicken fajitas for fried chicken
• Baked potatoes for french fries
• Baked chips for regular potato chips

None of these recommendations are new, but the media program with Alton Brown will draw attention to the web site, which is quite extensive and consumer friendly.

USPB Public Relations reports the April 2nd edition of the Chicago Tribune ran an article called “Overfed and Undernourished: What Americans need to know about their Nutrition.” The article stated that, even though Americans consume more than enough calories, they are often coming up short on critical nutrients. Included in the list of missing nutrients was potassium with 97 percent of the population not getting enough. Tips to remedy this included “Eat 5 ounces of pork tenderloin and a baked potato at dinner.” This was a syndicated piece that will likely run in newspaper across the country.

The USPB was in full force at this week’s USDA/USAID International Food Aid Conference (IFAC), “Partnering to End Hunger & Poverty”.

Representing USPB at this annual meeting of the food aid community, held in Kansas City, were staff John Toaspern and Dinah Tobey, International Marketing Committee Co-Chair Virgil Slagell of Oklahoma, contracted nutritionist Evelyn Carbrey, and for the first time ever, processor representatives from Idaho Pacific, Idaho Supreme and RDO Foods.  The USPB delegation arrived in Kansas City a day early to meet with USDA Commodity Credit Corporation procurement officials based there.  Purchases of dehy for the international food aid programs have been marred by bureaucratic snafus, and this was a chance for a dialog on some of those problems and an explanation of the new web-based purchasing system launched in February.

A total of 696 registered participants attended the 2007 IFAC, representing all aspects of the food aid community, including the Private Voluntary Organizations (PVOs) that receive and distribute the food, companies that produce some of the more specialized foods, commodity organizations such as the USPB representing growers, steamship lines and others involved in transportation, countries that receive the food, the many agencies of USDA and USAID involved in programming and purchasing the food and, of course, the myriad of contractors assisting with this process.  Speakers were highlighted by Secretary of Agriculture Mike Johanns, Ambassador to the United Nations Agencies in Rome and Former Peace Corps Director Gaddi Vasquez and John Powell, Deputy Executive Director of the UN World Food Program. Panels addressed subjects ranging from the future of international food assistance, given budgetary restrictions, increasing demand and WTO challenges, to partnering with universities, corporations and PVOs.  Breakout sessions addressed transportation, nutrition and future programming goals of the agencies.

With four tables in the exhibition area, potatoes had the largest presence of any commodity and garnered a great deal of interest by PVOs and others attending the conference. Numerous future collaborations were discussed and many people were made aware of the versatile and nutritious nature of dehydrated potatoes. The Board staff will now follow-up to try and get as many PVOs as possible to include dehy in their programs and attempt to iron out some of the bureaucratic wrinkles to increased purchases.

The Taipei International Food Show will be held at the Taipei World Trade Center Exhibition Hall, Taipei, Taiwan, June 21-24, 2007. The USPB will have a booth at the show and would like US table-stock growers to join them in representing the US industry.

This is the largest food and beverage show in Taiwan and is one of the premier shows in Asia, catering to the food industry and attracting companies from all over the world.

Local food importers, wholesalers, distributors, retailers and consumers attend this show.

The USPB booth will be located in the USA Pavilion, which has been one of the largest USA Pavilions in the world for the last three years. Table space in the booth is limited, so respond as soon as possible to ensure your place.

"This is a great opportunity to meet potential customers in person,” said Sarah Mahler, USPB International Marketing Manager.  “And the price is certainly right!" For only the cost of your hotel and airfare, participants will receive many benefits including:

• Booth decorations by USPB representatives from Taiwan
• Several different potato varieties displayed by the USPB
• Recipe samples for attendees, provided by the USPB
• Translation 
• Table space to display your company information and materials
• And very valuably, on the day before the trade show, the USPB will organize a seminar to tell you about its programs and the market and then visit retail outlets

Don’t miss this exciting opportunity! Time is running out! Click here to read more about the show or to register.  If you are interested, please e-mail Sarah Mahler at sarah@uspotatoes.com or call at 303-873-2334.

Before you forget, now is the time to register for the 2007 International Potato Symposium. The Symposium will kick-off the Seed Tour in Las Vegas, Nevada, at Caesar’s Palace, July 30, 2007. There will be an opening reception on July 29, 2007. USPB is hosting seed importers and growers from the Dominican Republic, Honduras, Nicaragua and Uruguay. This is the first time Nicaraguan guests have attended the seed tour and will also be the first time a produce buyer and restaurateur from Uruguay will attend. Please see the attached information to register.  Registration ends June 25, 2007.  Please contact Leah Cochran at 303-873-2323 or lcochran@uspotatoes.com.

2007 Symposium Announcement Reg Form.pdf

The 2008 Chip Seminar is set for Orlando, Florida, March 5-8, 2008. Hotel information will be provided shortly. Attached is a preliminary sheet outlining dates and times, or visit www.uspotatoes.com. Please mark this important meeting on your calendar.

2008 Chip Seminar--First Announcement .ppt

A CD containing all the speaker presentations from the 2007 Chip Seminar, held in Mesa, Arizona, is available. Contact the USPB for a copy.

Copies of the 2006 Chipping Potato “Variety Trials” and the 2006 Chipping Potato “Breeders Program” are also available in hard copy through the USPB office. Please call 303-369-7783, or email if you would like to receive a copy of these important reports.

The USPB Industry Communications & Policy Department (ICP) works to ensure growers in all segments of the US potato industry are aware of and understand how the many global and domestic marketing programs conducted annually by USPB are working to build the positive US potato image and long-term consumer demand. The task of reaching all growers and all grower segments with the news of this work, so they can incorporate USPB research and marketing programs into their own operations, involves using a segmented, multimedia approach with the goal of each grower reading or hearing about a USPB program or activity a minimum of five (5) times per month.

As part of ICP’s new program planning for Fiscal Year 2008, staff is considering the development of a public relations and advertising program on regional farm radio networks. This communications approach has registered great success in other commodity research and promotion programs in the past, and farm radio is an integral part of many agribusiness marketing communications programs. However, with the advent of and increasing adoption rate of satellite radio, especially in rural areas, the USPB ICP Department needs your input.

As a potato grower, do you still listen to your local radio station, and more so, do you listen to the local farm reports on the radio? Or, do you have satellite radio and would say you listen to a satellite station most of the time? Your input will help shape the development and scope of the proposed USPB radio public relations and advertising program. And to thank you for taking a few moments to complete this very SHORT SURVEY and giving us your input, USPB staff will randomly draw 20 names, at close of business, Friday, April 27th, to receive the HEALTHY MR. POTATO HEAD™ “action figure”, recently sold on eBay for approximately $15!

Thank you in advance for taking a few moments to help guide the activities of your USPB Industry Communications & Policy Department. We look forward to hearing everyone’s comments and opinions.

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©2007 United States Potato Board