Key opportunities to increase fresh potato sales at retail

Farm and Ranch Report May 4, 2011 Research to better understand consumers, shoppers and the retail shopping environment is one of the important investments the U.S. Potato Board makes with grower contributions. Don Ladhoff, a consultant for the Potato Board, says that research has led to the identification of four key areas for increasing fresh potato sales at retail.

Ladhoff: “Number one to trigger in-store purchase decisions. Number two to educate shoppers about potato types and their popular uses. Number three to increase sales by communicating nutritional benefits, and number four to remind the target shoppers about the convenience of serving fresh potatoes and how that can drive increased purchases.”

Ladhoff explains how the Potato Board is acting on one of those key areas, educating consumers about potato types.

Ladhoff: “The USBP is looking to help with that. One with a new line of point of sale that talks about the seven most popular potato types. We titled it A Different Potato for Everyday of the Week and we talk about seven days and seven ways to serve potatoes.”

And Ladhoff says research shows that when consumers choose more types of potatoes they are consuming potatoes more often.

Ladhoff: “And that is leading to the increase in sales and shipments that we are looking for.”

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.