November 16, 2007

INCREASING THE DEMAND FOR FRESH POTATOES

Communicating the nutritional benefits of fresh potatoes to consumers will certainly help increase demand. But helping fresh potatoes fit into a consumer’s hectic lifestyle also has to play a major role. SC Johnson and their recently introduced Ziploc Zip ‘n Steam™ Microwave Steam Cooking Bags help the consumer, and in turn the potato industry, make potatoes more convenient. SC Johnson has been very pleased with their product roll-out, and the United States Potato Board (USPB) was excited about the over 5,000 in-store demos that took place across the country using potatoes.

Over the course of the product roll-out, many grower/shippers asked how they could get involved with SC Johnson to support both Zip ‘n Steam and potato sales with their retail customers. In recent conversations with SC Johnson, they have suggested grower/ shippers list potential ideas they feel are executable, and will provide mutual benefit. SC Johnson will then take those ideas, and working with their promotional team and marketing department, “bundle” two, three or four of the ideas into a program potato grower /shippers could then take to their customers.

The tie-in program will only be as good as your ideas; they should be realistic, executable, and mutually beneficial. Please email your ideas to Mac Johnson, macjohnson@uspotatoes.com, and the USPB will get the process rolling with SC Johnson. This could be another exciting opportunity to leverage the strength of a major consumer products company and their brand, with your great potatoes, to grow sales by addressing a critical consumer driver----time

INTERNATIONAL CHEFS EXPERIENCE BENEFITS OF US FROZEN POTATOES ON US TOUR

As part of the continuing effort to introduce US frozen potatoes into new channels with new-to-market products, the USPB invited award winning chefs from Thailand, Singapore and Mexico to the US to better understand the numerous benefits of purchasing US frozen potatoes. Additionally, the newly hired USPB international representatives from Thailand and the Philippines also joined to hone their potato production and application knowledge during the first week of the Reverse Training Mission (RTM), October 2007. 

These guests began their potato learning expedition in Tri-Cities, Washington with field-to-freezer tours organized by Matt Harris of the Washington State Potato Commission (WSPC), along with USPB Board Members Ted Tschirky and Jared Balcolm. The visitors were warmly welcomed by the many Washington State growers who attended a dinner event.

In addition to learning about the various types of potatoes, these international chefs learned about potato nutrition. To get a better understanding of the quality of US potatoes, the guests were able to see a potato harvest, a potato storage unit, and a packing facility as well as tour a processing facility. Additionally, they were treated to a wide array of frozen potato products, helping them to identify the infinite ways frozen potatoes could help them in their businesses. One R&D foodservice chef from Mexico was very pleased with the many kinds of frozen mashed potatoes available, stating “In Mexico, we can’t get a constant supply of quality fresh potatoes all year round, plus I think we could eliminate costs and increase consistency of our menu items by purchasing US frozen potatoes.” She now plans to try to source US frozen potatoes for her chain restaurants throughout Mexico, representing net new business for US frozen potatoes. 

After touring potato country, the group moved on to San Francisco & the Napa Valley area for the potato culinary and trends portion of the training. After learning about the many ways potatoes fit into US food trends during a visit to Ketchum Advertising’s Foodservice Marketing Division, the participants were treated to an eight-course potato dinner at Pres a Vi Global Cuisine and Wine Bar by Executive Chef Kelly Degala. This small plate menu concept restaurant provided an abundance of potato samplings, and the waiter was even able to explain US potato origins and varieties as the courses came out. A trip to Napa offered participants a chance to visit the Culinary Institute of America (CIA)/Greystone as well as COPIA, The American Center for Wine, Food and the Arts.  While at COPIA, the international group was able to participate in a private outdoor cooking demo of frozen potatoes by chef consultant and caterer, Denise de Somer. The frozen potato recipes utilized an outdoor BBQ grill, a wood-fired stove, as well as an outdoor cook-top range, all part of the latest rage in the US culinary arts.

At the end of the tour, all participants agreed this RTM increased their knowledge of the versatility and many nutritional benefits of high quality US frozen potatoes and their interest in incorporating US frozen potatoes into their menu offerings. Yet another success for the USPB International Frozen Marketing Program to build demand global demand for US frozen potatoes.

STRONG POTATO NUTRITION MESSAGE SCORES FOR…OVEN FRIES

The November Food & Wine features a recipe for Oven Fries with Roasted Garlic on page 136. The recipe head note says, "The Good News: Skin-on potatoes, like the ones used for these crispy, low-fat fries, are high in vitamin C and potassium; they're also a good source of dietary fiber and vitamin B." Once again, the USPB Public Relations Team’s message is being carried to consumers via popular consumer food publications.

STRONG POTATO NUTRITION MESSAGE SCORES FOR…WHITE POTATOES

In the previous issue of Industry Update, November 2, 2007, the lead article, “RESISTANT STARCH -- PROMISING AREA OF RESEARCH FOR POTATOES”, was based on scientific presentations made at the recent American Dietetic Association Annual Conference at which Oldways held a seminar, sponsored in part by the USPB, on Resistant Starch (RS).

Appearing in the Health section of www.cnn.com, Friday, November 9, the article, “Strategies to curb your hunger while you lose”, http://www.cnn.com/2007/HEALTH/diet.fitness/11/09/healthmag.starve/index.html is based on the RS research presented and features prominent quotes from USPB consulting nutritionist, Dr. Katherine Beals, PhD, RD.

Once again, by being actively engaged “on the ground and in the trenches”, the USPB Public Relations Team is delivering the potato nutrition message to consumers, consumer media and nutrition opinion and thought leaders on behalf of the entire US potato industry. Through this work, the USPB continues to successfully build positive consumer impressions for all potatoes, regardless of type, variety or state of origin—and that work will build long-term, sustainable demand for US potatoes.

GRANTS AVAILABLE FOR DOMINICAN REPUBLIC SEED MARKET VISIT

Attached is an information and registration form for a market visit to the Dominican Republic (DR) to be held the week of January 21st, 2008. All interested seed growers are encouraged to sign up soon as space is limited. Grants are available to cover up to 50% of participant costs that will be reimbursed after the visit.

If you are a seed grower and are interested in potentially exporting to the DR, please get your questions and information to Sarah Mahler, USPB Manager, International Marketing, sarah@uspotatoes.com, or 303-369-7783, as soon as possible.

2008 Dominican Republic Market Visit.pdf

Home | About Us | Contact Us

©2007 United States Potato Board