Validating best practices to ensure wise investment of grower and retailer

Farm and Ranch Report October 27, 2010 When the U.S. Potato Board works with retailers to increase potato sales it doesn’t just say, “Hey, try this and see if it helps.” It knows what will bring success. That’s because each year the board runs pilot programs or test and learn programs. USPB consultant Don Ladhoff says this fiscal year three test programs are being implemented.

Ladhoff: “One is secondary displays for fresh potatoes. Meaning a display outside of the produce department where we will implement free standing display units that hold the fresh potatoes. Then measure the increased sales from that.”

A second test focuses on the profit impact of associate education.

Ladhoff: “We know it is effective to train produce employees but we want to actually measure the profit impact when we take the associates through an education program.”

The third test is around in-store communication.

Ladhoff: “And which of several ways is the most effective way to influence shoppers at the point-of-purchase to drive incremental potato sales.”

Ladhoff says these validation tests help both growers and retailers to choose the most effective marketing approaches that have been shown statistically to increase sales.

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.