International Chefs Experience
US Frozen Potato Benefits

DENVER (December 18, 2007) As part of the continuing effort to introduce US frozen potatoes into new channels with new-to-market products, the United States Potato Board (USPB) invited award winning chefs from Thailand, Singapore and Mexico to the US to better understand the numerous benefits of purchasing US frozen potatoes. Newly hired USPB international representatives from Thailand and the Philippines also joined the chefs to hone their potato production and application knowledge. The Reverse Trade Mission (RTM) was held during the first week of October 2007. 

These guests began their potato learning expedition in the tri-cities region of Washington with field-to-freezer tours organized by Matt Harris, Director of International Trade of the Washington State Potato Commission (WSPC), along with USPB Board Members and Washington process growers Ted Tschirky and Jared Balcolm.

In addition to learning about the various types of potatoes, these international chefs were versed on  potato nutrition. To get a better understanding of the quality of US potatoes, the guests were able to see a potato harvest, visit 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 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. This represents just one example of successful, net new business for US frozen potatoes from this USPB organized and sponsored RTM.

After touring potato country, the group moved on to San Francisco and the Napa Valley area for the potato culinary and trends portion of the training. After hearing about the many ways potatoes fit into US food trends during a visit to USPB marketing partner, 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 group participated 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. The group expressed their interest in incorporating US frozen potatoes into their menu offerings. As an ongoing tool of the USPB International Marketing effort, this RTM, once again, proved a successful step in the process of building global demand for US frozen 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.