Bowling, Karoke and U.S. French Fries

Bowling, Karoke and US French Fries

I’m KayDee Gilkey with the U.S. Potato Update after this.

With a population of 64 million and growing, Thailand is the United State’s 12th largest frozen potato export market. The positive Thai economic growth, as well as growth of the middle and upper income classes, creates opportunities to build consumer demand for US potatoes. The foodservice sector there is expanding with a trend towards western, foreign, ethnic and fusion cuisines when dining out.

This led to an exciting opportunity for new placement of U.S. frozen potatoes as Susan Weller, Frozen Program International Marketing Manager for the United States Potato Board, explains.

Weller: “We happened to get U.S. fries into a major bowling chain -- there are 26 branches--it is called Major Bowl Hit and Blu-O which is bowling and Karoke. It’s one of the biggest entertainment companies in Thailand and they started serving U.S. fries.”

Following the nationwide promotion that took place last fall, the Major Bowl Group chain decided to upgrade their fry specs to a more premium US straight cut fry. The total sales volume of the straight cut generated more than a 50% increase in total volume during the promotional period.

Weller: “We were able to get a real good return on investment and do net new uses of fries, where they weren’t there before.”

This was the U.S. Potato Update brought to you by the United States Potato Board, maximizing return on grower investment. I’m KayDee Gilkey on the Northwest Ag Information Network.