Potato Prowess
Industry organizations invest in promotions and research that get spuds sold.
“The truck is back!” exclaims Seth Pemsler, VP of retail/international for the Idaho Potato for the Commission (IPC), referring to the Eagle-based organization’s larger-than-life Great Big Idaho Potato truck that has raised spud awareness for the past two years.
While the stops on the 2014 tour remain as yet under wraps, Pemsler anticipates a similar journey to the 22,000-mile trek the truck made last year, which included visits to the Kentucky Derby Parade, the World’s Largest Catsup Bottle and the Famous Idaho Potato Bowl.
“The truck is a massive undertaking, and a big investment on our part,” admits Pemsler. But the overwhelmingly enthusiastic response the truck received from retailers and consumers alike has made this unique promotion a must-do for the organization again this year.
To learn more about the truck, as well as IPC’s partnership with Meals on Wheels Association of America visit www.bigidahopotato.com.
Smitten with Spuds
Love is in the air again this month as IPC’s 23rd annual Potato Lover’s Month Retail Display Contest is in full swing. This year, the commission will give out $150,000 in cash and prizes for the winning displays.
For the second year in a row, IPC is partnering with Hormel to encourage retailers to create inventive displays that combine fresh Idaho potatoes, Idaho dehydrated potato products and Hormel Real Bacon Bits.
“Our retailers have found that their Idaho potato displays really pay of for them throughout the entire produce department,” notes Jamie Bowen, IPC marketing manager. The contest runs through Feb. 28.
How to Boost Potato Sales
The Denver-based United States Potato Board (USPB) recently commissioned Nielsen Perishables Group to track the effectiveness of retail ads that included potatoes over a 52-week period. The study involved 10 retailers and 41 ad sets.
“We asked Nielsen to look at ads where the retailer showed a picture of cooked potatoes, versus ads with raw or bagged potatoes,” says Don Ladhoff, USPB retail marketing consultant. “What they found was that when retailers ran ads with prepared images versus raw, they experienced a 23-point higher incremental volume lift. This is very exciting because it’s an example of something very simple that retailers can do to increase potato sales.”
Ultimately, the USPB found that using images of prepared potato dishes drove sales for three reasons: “Delicious-looking pictures draw more attention; the pictures show the end success, which is why people buy potatoes in the first place; and they are a great way to show shoppers different ways to prepare potatoes,” says Ladhof. “A lot of people are in a potato rut. They prepare them the same three or four ways unless we give them new ideas.”
The USPB’s enticing prepared potato images are available free to retailers that request them. Visit www.potatogoodness.com to peruse the library of photos.
A lot of people are in a potato rut. They prepare them the same three or four ways unless we give them new ideas.”
—Don Ladhoff, United States Potato Board