Getting more U.S. frozen potato products in mature markets

Farm and Ranch Report November 24, 2010 The U.S. Potato Board does a lot of market development work overseas in food service. But Susan Weller, who manages international frozen product for the USPB, says that in the more mature markets they are also working on getting new products in retail outlets.

Weller: “We try to put some positive messages out to the consumers and likewise we try to tag that with retail sales. Last year in fiscal year 10, which went from July of 2009 to June of 2010, we had 18 retailers launch 38 new products.”

The target markets for this retail program are Japan, Korea, China, Mexico and Malaysia.

Weller: “In Malaysia we have done really well not just in the frozen section where consumers buy and take home, but also at the ready to eat counters. There was actually a supermarket, JUSCO, that started with one product and it was so successful they ended up launching a whole shelving worth of U.S. frozen product.”

And in the new fiscal year Weller says another Malaysian retailer has added a product. So has a retailer in the Philippines.

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.