12/21/07 Potatoes....Goodness Unearthed

"Potatoes, Goodness Unearthed." That's the new line to tell consumers around the nutrition and goodness of potatoes. The President of the US Potato Board Tim O'Connor says that new slogan is the latest in a three prong campaign to promote potato nutrition in the wake of the low-carb diet fad that started in 2004. O'CONNOR "We need to reposition potatoes to have a more contemporary, more modern tonality to them that resonates particularly with women who are the major decision makers in planning for their meals. So this campaign is really about telling women that potatoes are good for them, good for their family and they'll feed good about serving them to their family." You'll start to see and hear the message, "Potatoes, Goodness Unearthed" in mid-January. It will be available to all potato industry members who are invited to use and incorporate this signature message in packing, signage and market promotions. O'Conner says this will be a long term campaign and is the culmination of months of consumer research by a New York City branding agency. He feels it conveys the core nutrition message and reminds consumers that potatoes not only taste good but are healthy and nutritious and fit in with today's active lifestyles. Today's Idaho Ag News Bill Scott