Communicating with Consumers
Potato nutrition is the foundation of the USPB consumer programs to increase positive attitudes about the benefits of serving potatoes. Our target market, “Linda” (women 24-54 with children at home) wants to feed her family healthy foods. However, the USPB has learned through in-depth segmentation research the foods that make it onto her table are ready in 30 minutes or less Quick and Healthy Recipes, please her family’s varied palate and fit her tight budget. USPB consumer PR addresses all those concerns.
Preview the FY2012 Editorial Calendar!
Communicating with Nutrition Opinion Leaders
Reclaiming the potato’s rightful position as America’s favorite health food requires credible documentation and support from the scientific community. We compile pertinent research and publicize it when appropriate. In addition, we commission custom research to fill the research “gaps” for the positive potato story. Many scientists, registered dietitians and other nutrition opinion leaders have been our allies in communicating the potato nutrition story. We regularly attend their meetings, make presentations, and provide them with materials that enhance their library of nutrition insights. The most powerful collection of potato information presented in recent times was the Potato Nutrition Handbook, distributed in January 2010.
Communicating with Foodservice Leaders
The USPB Foodservice program is focused on positioning potatoes as the Root of Innovation. As demand for healthier menu options and bold global flavors grows, potatoes serve as a natural “canvas” for innovation. Chefs are amazed at how many truly innovative things they can do with potatoes once they start thinking beyond the familiar. Foodservice influencers are discovering potatoes makes a fresh, delicious, healthy foundation for contemporary appetizers, sides, salads and center-of-the-plate dishes.