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|Consumer Nutrition Public Relations/Domestic||POTATOES AS VEGETABLES ARE STRONGLY POSITIONED ON USDA’S ‘MYPLATE’|
|POTATOES KEY TO TOP RANKED DIETS|
|Consumer Nutrition Advertising/Domestic||USPB DELIVERS IN-DEPTH ANALYSIS OF FY11 NUTRITION ADVERTISING SUCCESS|
|Dehy/Foodservice/International||MASHED POTATOES LAUNCHED AS NEW MENU ITEM IN THAILAND QUICK-SERVE STEAKHOUSE CHAIN|
|Table-Stock/International||USPB DELIVERS POSITIVE POTATO MESSAGES IN TAIWAN|
|Industry Communications||ON THE RADIO, ON THE INTERNET: THE “US POTATO UPDATE”!!|
|Industry Partnerships||ALLIANCE FOR POTATO RESEARCH AND EDUCATION NAMES ITS FIRST PRESIDENT|
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POTATOES AS VEGETABLES ARE STRONGLY POSITIONED ON USDA’S ‘MYPLATE’
The United States Department of Agriculture (USDA), Health and Human Services (HHS), and First Lady Michelle Obama unveiled the MyPlate icon Thursday, June 2, 2011. This colorful visual is based upon the recommendations from the 2010 Dietary Guidelines (DGA), and replaces the MyPyramid identifier. It suggests people eat balanced meals consisting of servings of fruits, vegetables, grains, protein and dairy. For the first time, the importance of making half the plate fruits and vegetables is represented with a food icon.
The National Potato Council (NPC) joins with the United States Potato Board (USPB) in congratulating USDA on developing this straightforward approach communicating how to create healthful plates with a balanced mix of nutrition from a variety of foods. Additionally, USDA developed ChooseMyPlate.gov to be a user-friendly tool in helping consumers make those healthy choices, complete with an educational series of “Ten Tips” on how to get started.
Potatoes are well positioned in the 2010 Dietary Guidelines as well as on MyPlate. Released by USDA in January 2011, the 2010 DGA recommended increased consumption of starchy vegetables including potatoes. Potatoes are mentioned multiple times in sample MyPlate menu plans as a food that is attractive to children, and in tips for incorporating more vegetables into meals. Potatoes are specifically called out as a vegetable selected to meet the critical need for more potassium. Potatoes are also visually featured as a potassium-rich food.
In addition to potassium, one medium-size (5.3 ounce) skin-on potato contains just 110 calories per serving, provides almost half the daily value of vitamin C (45 percent), and contains no fat, sodium or cholesterol—all qualities elevating the need for potatoes to be on America’s plate.
POTATOES KEY TO TOP RANKED DIETS
U.S. News and World Report online edition just published a story evaluating the best diet methodology. The Top Ranked Overall Diets were the DASH Diet and the Mediterranean Diet, both diets that encourage consumption of fruits, vegetables and whole grains, while discouraging calorie-and fat-laden foods and sweets. Potatoes are foundational foods in both.
USPB DELIVERS IN-DEPTH ANALYSIS OF FY11 NUTRITION ADVERTISING SUCCESS
As a final wrap-up to the FY11 media plan, USPB consumer advertising agency Sterling- Rice Group has prepared the Positioning Report attached following this story for industry reference. The purpose of the report is to conduct an in-depth analysis of the FY11 USPB media plan placements and includes taking a detailed look at the positioning within each issue and publication and the added-value programs. Please note, this report does not include the individual ad testing results (VISTA Reports) as those were provided as a separate analysis.
For more information on the USPB Consumer Nutrition Advertising Campaign or this report, please contact USPB Domestic Marketing Vice President Kathleen Triou at 303-873-2312 (direct) / 303-369-7783 (main) / 720-225-0931 (efax) or firstname.lastname@example.org.
MASHED POTATOES LAUNCHED AS NEW MENU ITEM IN THAILAND QUICK-SERVE STEAKHOUSE CHAIN
Pepper Lunch, an affordable do-it-yourself, quick serve steakhouse, recently added mashed potatoes, made from US dehydrated potatoes, to their menu. Consumers can choose the US mashed potatoes as a side dish when they order their main course, or it can be ordered separately for approximately $1.17 per cup.
A local Thai importer/distributor introduced the products and concept to the chain, convincing them to launch the product. This particular company was nominated by a US dehy processor and invited by the United States Potato Board (USPB) to participate in an importer/distributor dehy training held October 2010. The USPB training took place in San Francisco, CA and Idaho Falls, ID where the group learned about potato nutrition information, new menu concepts and preparation methods, as well as dehy technical information. Following the USPB training, the importer/distributor was able to visit their US supplier for one-on-one meetings and internal training.
Strengthening the US position in the markets by introducing new dehy products and assisting importers and distributors to assure availability of US dehy is a key growth strategy under the USPB long range plan. Additionally, working with US processors to help them take advantage of international opportunities is also a key strategy under the productivity strategy.
USPB DELIVERS POSITIVE POTATO MESSAGES IN TAIWAN
In January 2011 the USPB re-launched its international marketing program for table-stock potatoes in Taiwan. This is a maintenance program focused on continuing trade relations and improving the image of US potatoes in the market. As part of the positive potato messaging activities, the USPB representative in Taiwan had a booth at the Taiwan Formosa Cancer Foundation Walkathon. Approximately 3,000 people participated in this event with over 1,200 consumers stopping by the booth to participate in interactive games, as well as receive nutrition cards. The premium quality and healthy image of US fresh potato was conveyed to the participants through the booth messaging and nutrition cards. Through cooking demonstration and interactive games, the USPB educated consumers about the nutrition benefits and easy cooking methods for consuming US potatoes.
ON THE RADIO, ON THE INTERNET: THE “US POTATO UPDATE”!!
ALLIANCE FOR POTATO RESEARCH AND EDUCATION NAMES ITS FIRST PRESIDENT
The Alliance for Potato Research and Education (APRE) recently announced the appointment of Dr. Maureen L. Storey as its first President and CEO. Dr. Storey assumed her new position June 20, 2011.
Dr. Storey most recently served as senior vice president of science policy at the American Beverage Association in Washington, DC. She previously was research professor and director of the Center for Food, Nutrition and Agriculture Policy at the University of Maryland, College Park, MD.
"We are very pleased to have Maureen come on board at such a crucial time for our industry,” said Frank van Schaayk, APRE Board Chairman and Regional CEO, McCain Foods. “Her background as a scientist and educator and her experience in the consumer products and food policy arenas will provide APRE with valuable leadership and direction."
Dr. Storey`s prior experience includes service as research associate professor and director of the Center for Food and Nutrition Policy at Virginia Tech and as interim director of the University of Maryland/US Food and Drug Administration’s Joint Institute for Food Safety and Applied Nutrition (JIFSAN). She also served as a private sector advisor and childhood obesity expert to former US Department of Health and Human Services Secretary Tommy G. Thompson. Earlier in her career, Dr. Storey also worked in a number of executive positions for the Kellogg Company.
Dr. Storey is a member of the American Society for Nutrition, Institute of Food Technologists, American Dietetic Association, The Obesity Society, and the American Public Health Association. She has published numerous scientific papers, on such topics as beverage consumption, children’s body mass index, and regulatory considerations involving functional foods and nutraceuticals.
She holds her B.S., M.S. and PhD degrees from the University of Minnesota and was a National Cancer Institute postdoctoral awardee from the University of Wisconsin, Madison. She resides in McLean, Virginia.
The Alliance for Potato Research and Education is a not-for-profit organization formed to provide education through research and science about the nutritional profile of potatoes and potato products. Its mission is to create a body of scientific research that educates key stakeholders that potatoes in a variety of forms can be an important part of a balanced, nutritious diet and healthy lifestyle.
©2011 United States Potato Board