USPB Has a New Target Market the Food Enthusiast

New market research provides a new focus for United States Potato Board marketing — the Food Enthusiast. USPB Marketing Programs Director Kim Breshears explains more about this new target market.
Breshears: “Food Enthusiast came about as a result as consumer segmentation study that the Board conducted last year. This study measured consumers across the entire United States and the design of the study mirrored the census so we have a really good representation of consumer attitudes and lifestyle insights to draw upon. As a result of the that study, the Food Enthusiast target was identified as a great opportunity for the board.”
So what makes this new market so exciting for the industry?
Breshears: “Food Enthusiasts like to cook and prepare meals for love and joy and the creativity of it. Food Enthusiasts love potatoes and appreciate their health benefits. They are defined by their attitude of food much more than they are by a demographic profile. So there are enthusiasts that are young and old. Its really all about their desire to create and their passion for food. The combination of the larger target audience and their desire to explore and try new things really provides the board a great opportunity to get potatoes into the U.S. diet with great momentum.”