This program was developed to identify what the USPB could do to expand opportunities for dehy on the domestic market. Please visit Domestic Dehydrated Potato Marketing to read more about how the USPB is supporting the industry in its ability to increase demand.
The US dehy market has a presence at retail, foodservice and as an ingredient, primarily in the production of fabricated potato chips and snacks, but also in some bakery applications, i.e. Potato Bread, etc.
The retail market (supermarkets) is worth approximately $329 million and 98 million pounds. Over the past five years, dollar value has slowly increased but pound volume has declined. The foodservice market is dominated by institutional foodservice (colleges, hospitals, nursing homes), with limited usage in other segments, except one major quick serve restaurant.
Following meetings with the dehydrators, it was determined there are specific activities the USPB could undertake to increase the demand for dehy:
- Identify new usage opportunities, specifically application studies within the bakery sector
- Communicate new applications to both processors and the bakery industry
- Support processors in developing markets with the new applications
Kathleen Triou, Vice President
Direct Dial: (303) 369-7783
The USPB International Dehydrated Potato Program began in 1999 with the primary focus of promoting US dehy products through education of the trade in the target markets of Japan, Mexico and the Philippines. It has evolved into a diverse program with country-specific programs. The foreign trade is now much more aware of US dehy—its various products, quality and versatility. Additionally, the USPB increased use of dehy in US government international food assistance programs, including those administered by USAID and USDA.
The following strategies are used to reach the overall goal of increasing the use of US dehy:
- Build a foundation of technical knowledge and information regarding the benefits of utilizing US dehy in a variety of applications
By increasing understanding of US dehydrated potato products, they will be utilized in new products and channels. Identifying new opportunities for US dehy potato usage and documenting its benefits will build a foundation of information foreign companies can take advantage of in their specific applications.
- Provide education and training about US dehy where needed and appropriate
Much work has been done to educate foreign trade in target markets about US dehy and its various products, and the USPB continues those efforts. There is high turnover in food manufacturing, so new employees need the basic education. Additionally, the USPB is active at trade shows and seminars, communicating new technical information, new application studies, as well as documented benefits of utilizing US dehy in a variety of food applications.
* Increase the number of channels in which dehy is utilized
The USPB will educate new target audiences with information about using US dehy, including the benefits of US dehy use, new menu concepts and technical application studies. Excellent examples of these new channels are mass catering targeting hospitals and nursing homes, as well as foodservice and large institutions with in-house cafeterias.
- Assist importers and distributors to assure availability of US dehy in all target markets
This group holds the key to future dehy purchases and exports, so the USPB continually educates this sector, ensuring there is constant supply in target markets. General education regarding dehy is distributed to a broad group, encouraging them to try dehy. Additionally, the USPB wants to ensure importers and distributors are successful in selling and promoting dehy within their country; therefore, seminars were developed for those handling dehy for the first time.
- Expand the use of US dehy in international food aid programs.
Increased demand for dehy by the Private Voluntary Organizations (PVOs) continues to be created through basic education regarding the benefits of utilizing US dehy. It is also produced through demonstration projects that prove first-hand, the benefits and effectiveness of dehy in food aid settings. These projects focus in areas targeted by the US government and United Nations. The USPB will overcome barriers within USAID and the UN to allow the use of dehy in Title II and World Food Programme (WFP) food aid programs.
The USPB will research new market opportunities for dehy. This will help US processors expand their presence around the world and create new opportunities.
- Communicate opportunities and information to processors
The USPB continually updates US processors, so they may better sell their products. Processors are informed of new technical information and studies documenting the benefits of dehy.
Current Target Markets:
Japan, Mexico, South Korea, Malaysia, the Philippines, Indonesia, Thailand, China, Vietnam and Humanitarian Assistance Programs.
Teresa (TK) Kuwahara
Direct Dial: (303) 873-2316