USPB's Big Reveal

During last week’s Potato Expo, President and CEO of the United States Potato Board Blair Richardson shared some very exciting news to the more than 2,000 people in attendance during a luncheon with a flourish — floor to ceiling curtains surrounded the surprise until Richardson sounded a gong and the curtain dropped.
Richardson: “Well, we did the big reveal of our new marketing program, called Spud Nation. It is the first of a fleet of food trucks that we will own and operate around the United States carrying the message about the potatoes and setting trends in the fastest growing food sector.”
The shiny green and black truck fondly named Bette is ready to hit the streets to promote potatoes as Richardson continues
Richardson: “This first truck will be located in Denver so we can watch it very carefully and manage it. The second truck that we will launch in a couple of months will be in Washington, D.C. where some many things important to potatoes happen. Once the business model is proven, then we will take that out and expand it from there.”
Richardson said that this new marketing program is an experiential way to bring potatoes to consumers. The Millennial generation says that food is an adventure, which correlates with the statistic that 77 percent of food truck customers are Millennials.
Richardson: “One of the main things is this has never been done before. It’s self-funding. We do not have to ask the industry for money to pay for this and operate it. We can take our message to the the consumers.”