Maintaining and Expanding U.S. Frozen Potato Market

Maintaining and Expanding US Frozen Potato Market

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

One of the strategies of the United States Potato Board’s Why Buy US marketing program is to maintain and expand the U.S. Frozen potato products’ market with its worldwide customers.

Susan Weller is the USPB International Marketing Manager for the Frozen Potato Program recaps what happen in the first year of the Why Buy US campaign.

Weller: “Last year, after we began implementation in fiscal year ’12. We actually saw 63 switches, upgrades and/or additions of U.S. frozen potato products. Now that wasn’t all Shoestring which is what the Why Buy US research targeted. But obviously having people switch to U.S. is what we want to do.”

Recognizing the vast differences in language and culture in each of their eight targeted markets, USPB designed each Why Buy U.S. program differently and introduced the information in a manner to best fit each unique country and its marketplace.

Weller: “We are getting out and getting the message out in however it fits into the market and to try and make an impact and make sure that all those buyers, all the food service people and the final customers going to be able to eat U.S. frozen Shoestring fries.”

This was the U.S. Potato Update brought to you by the United States Potato Board, maximizing return on grower investment.