Success With New US Dehy Products in Japan

DENVER—(November 6, 2007) An exciting achievement was realized on October 22nd when Save-On, a mid sized convenience store chain in Japan, launched “potato gratin,” utilizing US dehy slices, in their 555 outlets. Starting in November, a second flavor of potato gratin will also be launched. This is a result of decision makers from the Save-On company attending a United States Potato Board (USPB) sponsored seminar in June where they learned about a variety of US dehy products, requested samples and developed this new product. 
 
“A key growth strategy outlined in the USPB Long Range Plan for dehydrated potatoes is to increase the number of channels in which dehy is included or utilized,” said Teresa Kuwahara, manager international marketing for the USPB. “The convenience store business in Japan represents approximately 40,000 outlets, is very competitive and provides an excellent opportunity for future growth.” 

"Potato Gratin" launched during fall 2007 in Save-On convenience stores in Japan.

Until 2006 companies in Japan could not get access to US dehydrated potato pieces such as slices, dice and shreds due to the extremely low sulfite tolerance level of 30 parts per million (ppm). Through a three-year process, the USPB submitted an application to the Japanese government to have the level increased to CODEX world  standards and a level equal to that of potato flakes and granules currently utilized in the market which was 500 ppm. 
 
This change set the stage for USPB sampling and trade education activities, such as attending trade shows, conducting seminars, one-on-one meetings and menu presentations. The usage of US dehy slices, dice and shreds continue to grow representing net new business for US growers.

Delicious US dehy dice "corn, potato, mayo" bread from Kochi Yamazaki Bakery.
 

In the past fiscal year alone, there were a number of new products launched with these ingredients: Vegetariano, a deli company, launched a “bento”—single portion takeout meal—utilizing US dehy shreds; Kochi Yamazaki, a retail bakery, launched a “corn potato mayo” bread with US dehy dice and “curry cheese” bread with slices; Pourquoi, a retail bakery, launched a “curry bread” with dice and Colowide, from the hospitality, restaurant and institutional (HRI) sector, launched a seasonal menu with dice. 
 
Supporting this effort is the importer/distributor segment where one new importer is carrying dice, and a current importer/distributor has expanded the range of products it supplies to include slice, dice and shredded dehy potatoes.

 
 Traditional Japanese bento style meal from Vegetariano featuring US dehy shredded potatoes.
 

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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, 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.