USPB Retains Firms To Strengthen Southeast Asia Programs

DENVER (July, 2007)—The United States Potato Board (USPB) has expanded its presence in SE Asia by hiring Synergy Asia Marketing Services, Inc., and Kraipob Pangsapa, in addition to retaining Lieu Marketing Associates to further develop US potato promotion activities and opportunities in Southeast Asia. Lieu Marketing will continue to implement programs for Singapore, Malaysia and Indonesia, while Synergy Asia will work in the Philippines and Pangsapa will represent the USPB in Thailand. These changes became effective July 1, 2007, the beginning of the USPB’s 2008 fiscal year.

Richard Lieu, principle owner of Lieu Marketing Associates, has been promoting US potatoes and potato products in Southeast Asia for close to 20 years and has done a tremendous job establishing US potatoes in these markets. He has contracted with Total Market Solutions to implement the Board’s programs in Malaysia and Peka Consult, Inc., for Indonesia.

Synergy Asia was incorporated in 1999 by three partners with collective promotional marketing experience of more than 20 years. This firm focuses on produce marketing and has represented both the Washington Apple Commission and the California Table Grape Commission since its inception. The company’s primary responsibility is formulating and implementing strategic marketing programs to overcome given constraints and establishing market leadership. Synergy Asia has also serviced some of the requirements of the USA Rice Federation, the USA Poultry and Egg Export Council and the USDA Agricultural Trade Office in Manila

Pangsapa currently represents Cotton USA in Thailand. Over the past seven years, Pangsapa has built an extensive program focused on textile mills, as well as garment manufacturers in Thailand. Recently, Pangsapa has been working with retailers to promote clothing (both Thai and imported) made with USA cotton to local consumers. Pangsapa’s strong trade, as well as consumer promotion experience, is a rare mix that will be utilized to promote frozen, dehy and chip-stock potatoes to the various sectors in the Thai market.

###

David Fairbourn is Manager, Industry Communications & Policy, at the United States Potato Board in Denver. The mission of the USPB is to increase demand for potatoes and potato products through an integrated promotion program, thereby providing US producers with expanding markets for their production. David can be contacted at 303-369-7783 or david.fairbourn@uspotatoes.com. For complete information about the programs, ROI results, and resources and tools available to all members of the industry through the USPB, please visit www.uspotatoes.com. The United States Potato Board – “Maximizing Return on Grower Investment”.

###