Target markets show double digit growth in U.S. frozen potato products

Farm and Ranch Report October 12, 2011 During the recently concluded marketing year U.S. frozen potato product exports were valued at 808-million dollars. That was an 11 percent increase in value over the previous year and a nine percent growth in volume.

The U.S. Potato Board’s Susan Weller says increases were even more in markets targeted with Potato Board programs.

Weller: “We saw volume increases of U.S. frozen exports up by 13% in volume and then 12% in value.”

Weller says U.S. market share for frozen potato products in the 15 targeted markets increased from 68 percent to 71 percent. Here is how that was accomplished. In established markets like Japan and South Korea, Weller says programs focused on new products and alternative channels.

Weller: “Delivery service, pizza places. Also mini-gas stations were also new channels that basically brought net new sales for frozen products in Japan and Korea.”

In newer markets like those in Southeast Asia, Weller says market share was gained due to the Board’s training and promotional programs.

Weller: “We have engineers in those markets working hard to help food service establishments make sure that when they are buying U.S. product they have support to make sure the end-user is getting a high quality product.”

Weller says the Potato Board’s programs increased usage of U.S. frozen product and that’s what its all about.

That’s the U.S. Potato Update. Brought to you by the United States Potato Board, maximizing return on grower investment. I’m Bob Hoff for Northwest Aginfo Net.