02/15/08 New slogan for promoting potatoes

Farm and Ranch February 15, 2008 "Potatoes, Goodness Unearthed." That's the new line to tell consumers about the nutrition and goodness of potatoes. The President of the US Potato Board Tim O'Connor says that new slogan is the latest in a three prong campaign to promote potato nutrition in the wake of the low-carb diet fad. O'CONNOR "We need to reposition potatoes to have a more contemporary, more modern tonality to them that resonates particularly with women who are the major decision makers in planning for their meals. So this campaign is really about telling women that potatoes are good for them, good for their family and they'll feed good about serving them to their family." "Potatoes, Goodness Unearthed" will be available to all potato industry members who are invited to use and incorporate this signature message in packing, signage and market promotions. O'Connor: "Where it is a long term campaign platform for the industry where we can build a lot of messages around it. And we are thrilled about it!" The campaign is the culmination of months of consumer research by a New York City branding agency. It's hoped the signature campaign "Potatoes, Goodness Unearthed," will create a lasting identity for potatoes such as other consumer messages have for their commodities, such as "Beef. It's What's for Dinner, "Pork. The other White Meat" or "Got Milk." That's the Northwest Farm and Ranch Report. Brought to you in part by the Washington State Potato Commission. Nutrition today! Good health tomorrow! I'm Bob Hoff on the Northwest Ag Information Network. I'm Bob Hoff and that's the Northwest Farm and Ranch Report on the Northwest Ag Information Network.