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| HEADLINES (Click on headline for full story): | December 31 , 2007 |
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NUTRITION CAMPAIGN SIGNATURE INTRODUCED AT INDUSTRY OUTLOOK SUMMIT
“When the healthful goodness of potatoes was first called into scrutiny by some nutritionists and low-carb diet advocates, the USPB responded with the development of the “Skinny Potato,” O’Connor said. “While this has been a useful image highlighting potato nutrition, it wasn’t the vehicle on which a national campaign could be effectively built. “In 2005, the Healthy MR. POTATO HEAD ™ balloon was launched in the Macy’s Thanksgiving Day Parade® as part of a three-year USPB partnership with Hasbro®. An outstanding number of consumer media impressions, communicating the potato nutrition message, were delivered as a result of this partnership. “Potatoes…Goodness Unearthed” is the next iteration of the US potato industry’s nutrition campaign. This campaign signature is the culmination of months of in-depth consumer research by a leading New York City based international branding agency. It effectively conveys the core nutrition message for today’s consumers; reminding them potatoes not only taste good, but are healthy and nutritious. By including potatoes in their meals, they are doing something good for themselves and their families that fits in with today’s active lifestyles.” The potato industry’s new campaign signature joins a growing list of agriculture commodities that have established identities through lasting consumer messages. “Pork. The Other White Meat®”, “Cotton. The Fabric of Our Lives®”, “Beef. It’s What’s For Dinner®” and the “Got Milk®” campaigns have successfully created strong bonds with consumers, individual companies and state organizations. “Potatoes…Goodness Unearthed” is intended to become a long-term, comprehensive, industry effort to form a lasting identity for potatoes. Meeting participants received a CD library of the campaign signature and supporting artwork elements, along with design guidelines to support a unified, industry execution of the campaign. For industry members not attending the Outlook Summit, these materials are available by contacting David Fairbourn, USPB Manager of Industry Communications and Policy at 303-873-2331 or by e-mail at david.fairbourn@uspotatoes.com. “Potatoes…Goodness Unearthed” is available for all industry members who are invited to use and incorporate this new campaign signature in their packing, signage and other market promotions while adhering to the style and formatting illustrated in the design guidelines ANOTHER POSITIVE POTATO STORY… The January 2008 issue of Prevention features potatoes in a Hungarian Paprika-Potato Soup recipe. They even call it a bowl full of goodness (see preceding story)!! The piece also includes this nutrition statement:
Prevention's circulation is 3,346,530—a very popular and influential consumer lifestyle magazine. Once again, this article demonstrates the continuing success of the USPB Public Relations team to broadly and consistently insert the potato nutrition message in leading consumer lifestyle publications.
AND…ANOTHER POSITIVE POTATO STORY… Yet another popular and influential consumer lifestyle magazine, UltraFit, recently featured an article entitled, “The Meat + Potatoes of Sports Nutrition”. In the article, noted sports nutritionist, Nancy Clark, MS, RD, and Director of Nutrition Services at Sports Medicine Brookline in the Boston area, thoroughly discusses the myth and truth surrounding meat and potatoes in an athlete’s diet. Examining “The Myth”, “The Truth”, “The Reality”, “Meat”, “Potatoes” and “The Bottom Line”, Clark clearly lays out the foundation for her conclusion, “By enjoying potatoes or other natural carbs as the foundation of each meal, and meat/protein as the accompaniment, you’ll get the right balance of carbs and protein that enhances sports performance.” For the full article, please click on the attached link: Ultra Fit article.pdf Just as important as placing the positive potato nutrition story in leading consumer publications (see preceding article), it is extremely important to receive endorsements from key nutrition opinion leaders that provide third-party, objective, scientific support of the potato nutrition message. By following this two-pronged strategy, the USPB Public Relations team continues to build a higher level of consumer understanding that “potatoes are good for you” EVERYTHING YOU WANTED TO KNOW AND DISCUSS ABOUT POTATOES CAN BE FOUND AT WWW.POTATOUNDERGROUND.COM Visit www.potatounderground.com and read how our group of spud-lovers are spending their time...like USPB International Marketing Co-Chairman, Cheryl Koompin, who wrote a recent entry on her experience as a balloon handler in the Macy's Thanksgiving Day Parade. Spend some time in the library of video clips or peruse our latest-and-greatest potato recipes. Come see what the on-line food community is raving about, and weigh in with your own thoughts on our "underground conversations." Upcoming Blog Entries:
CHEFS FROM YOUR STATE COULD WIN A TRIP TO THE 2008 WORLDS OF FLAVOR CONFERENCE
Grand Prize 1st Prize 2nd Prize State Prize Contact Ashley Kleckner at Ashley.kleckner@ketchum.com, or 415-984-6194 with any questions or to receive a copy of the entry form or rules. INTRODUCING: THE USPB FROZEN POTATO PRODUCT NEWSLETTER The USPB International Marketing and Industry Communications & Policy Teams are pleased to introduce the latest communications tool for charting the growth of the US frozen segment in new and emerging export markets. The USPB Frozen Potato Product Newsletter will be a bi-annual web report highlighting the USPB’s activities in developing new markets for US frozen potatoes around the world. During Marketing Year 2006-2007, US exports of potatoes and potato products topped $1 billion. Frozen potatoes account for over 50 percent of these sales. This past year, great new products and channels were created for new and existing foreign markets. These opportunities and developments are featured in this e-newsletter. The Fall 2007 issue is now available at: www.uspotatoes.com/220frozen.html. For additional information about these or other exciting new opportunities in the processed or frozen potato segment, contact the USPB at 303-369-7783 or e-mail your request to: International Vice President, John Toaspern -- johnt@uspotatoes.com CLOSE COOPERATION WITH IMPORTERS AND DISTRIBUTORS ASSURES US FROZEN POTATOES WELL REPRESENTED IN THE MEXICAN MARKET
Support of US processors in Mexico also includes annual awards banquets hosted by the USPB for the distributors from each company. The events include presentations on the USPB frozen programs in Mexico, awards for the best distributors, and, of course, a bit of entertainment.
US FROZEN POTATOES MAKE A GREAT TOPPING
JAPANESE MEDIA ENJOY A TASTE OF US POTATOES
The media then got to taste all of the different products discussed and to look at the wide range of frozen and dehydrated potato products available from the US. There was also a question and answer session where the media further explored the concepts presented and learned more about US potato products.
US DEHY ENTERING THE FOODSERVICE CHANNEL IN MEXICO
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©2007 United States Potato Board |
At the 4th Annual Potato Industry Outlook Summit in Branson, MO, Tim O’Connor, President and CEO of the United States Potato Board (USPB) and co-chairman of the Fresh Demand Working Group (FDWG), introduced the latest tool in communicating potato nutrition and goodness to consumers. “Potatoes…Goodness Unearthed™” becomes the third and latest campaign of a coordinated, industry-wide, nationwide nutrition campaign.
Whether it’s Wisconsin Cheese Mashed Potatoes or Alaskan Salmon Potato Cakes, the USPB is celebrating America’s favorite vegetable by asking professional chefs to submit recipes that show off their state’s unique cuisine. So, talk to the chefs you work with, and ask them to get creative with potatoes, one of the most versatile platforms for flavor innovation in your kitchen. They could be rewarded with a trip to the food industry’s premier conference on international food and flavors. It’s easy to enter, just download the entry form at 
Rather than set up its own booth, with no ability to actually sell any product, the USPB representative office in Mexico supported the booths of US processors at the Abastur 2007 Trade Show held in Mexico City in October. This is the largest trade show in Mexico targeted to the foodservice sector. USPB technical personnel were stationed at each US processor booth to provide technical advice about proper storage, handling and preparation to potential and current customers of US frozen potatoes. This technical support is really appreciated by both the customers and importer/distributors, and many issues were solved during the show. 
During the Abastur show, the USPB also supported the All American Café, set up by the US Agricultural Trade Office. The café highlighted a number of different US products, including frozen potatoes, with a chef preparing samples and giving cooking demonstrations. 
Pizza Etang, a delivery pizza chain in Korea, recently launched a new pizza featuring frozen red skinned wedges from the United States. This new product launch is the result of efforts by the USPB to find new channels and introduce new products into the foreign markets. The launch is also being augmented by promotional support for the USPB. 
US frozen and dehydrated potato products were introduced to the Japanese media at a tasting event held the end of November in Tokyo. The event attracted 27 people from 18 different media outlets including Cuisine Magazine, Nikkei Restaurant, Nutrition & Cuisine and Baker’s News. By focusing on the foodservice trade media, it is hoped the many new developments using US potatoes will reach a much broader audience in Japan, and thus, wider acceptance and usage of US potatoes. Publication of articles on these new uses of US potatoes will reach many more chefs, bakers and food manufacturers than the USPB can ever hope to reach through direct mailing or one-on-one meetings.
Three different chefs made speeches about their developments using frozen and dehy potatoes in Japanese and international cuisine. The presenters emphasized the convenience, versatility, and usefulness of US potato products. David Chiddo from T.Y. Express, a company which runs four restaurants, discussed the veggie mashed potato recipes he developed using frozen and dehy. Jiro Fujimori from Bigot Tokyo, which runs four bakery outlets, emphasized the versatility of potatoes to add moisture and soften the dough. He also explained that bread made with potatoes provides a greater sensation of fullness than bread made with wheat flour alone, and that you can create a crunchier texture as well. Toyoyoshi Ashida from Kotobukiya Foods explained the potato noodles they have developed using dehy and the fact the noodles have a smoother texture, are springier and last longer after cooking.
In an effort to expand the market for US dehy in Mexico, the USPB is now targeting the foodservice channel. This past October, a foodservice seminar was given to the employees of Corporacion Mexicana de Restaurantes (CMR), a restaurant company that owns more than 100 units across the country. The restaurants covered included important and well known family dinning chains in Mexico such as Wings, Los Almendros, Brickhouse and Chilis. The seminar included a technical presentation from the USPB’s food technologist in Mexico and a hands on demonstration by Chef Guiseppe de Pasquale. Not only did the participants learn about the technical characteristics of dehydrated potatoes, but they were also shown practical applications in a number of different recipes. This seminar will be repeated with other employees from this company, as well as other large restaurant chains in Mexico.