Always Improving and Evolving

Always Improving and Evolving

Always Improving and Evolving

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

The United States Potato Board is always working to improve and evolve their marketing programs, take Best in Class -- a retail benchmarking program for example -- after five years of the program they are redefining marketing success.

USPB Retail Program Consultant Don Ladhoff explains more about the Best in Class program which takes marketing best practices and helps retailers to improve their potato promotion and sales.

Ladhoff: “The focus of the Best in Class Marketing Practices can really be sorted into four areas: assortment, merchandising, pricing and promotion.”

When the USPB began this program it was to be a three-year program for the retailers’ participates to go through, however it evolved as the USPB realized that many retailers moved staff into different departments every nine to 12 months, so the USPB focused on a more concentrated shorter duration program to match retailers rotation.

Ladhoff shares in addition to the program’s shorter duration, the USPB continues to use new technology and data to better analyze the purchasing habits of their target audience Linda.

Ladhoff: “We are constantly looking to evolve our approach and improve our approach. As new tools and technology become available we want to make use of it and improve our programs. So going forward, we’ll also be able to measure our programs by the impact we have on those Linda-households.”

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.

Previous ReportDOL Quits Pursuit of Proposed Child Labor Regulation
Next ReportWheat Growers Need to Become Their Own Best Advocate