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Nutrition Public Relations/Domestic Marketing KEEPING THE “QUICK & HEALTHY” MESSAGE FRESH The United States Potato Board (USPB) Domestic Marketing Team recently updated the “Quick & Healthy” landing page, www.potatogoodness.com/transformpotatoes, that will be used with the USPB’s online ad banner program. In this update, to keep the “Quick & Healthy” message fresh, the Potato Casserole and Potato Soup recipes were removed in order to feature a summer flavor using the Grilled Kabobs and Grilled Pesto Potato Salad recipes. Video was also added for the three recipes that have corresponding videos: Mashed Potatoes, Baked Fries and Potato Salad. Please note this page cannot be viewed on a mobile/smart phone because it is developed in Adobe Flash®, and mobile phones cannot view Flash due to security purposes. This new landing page will launch later in July. The USPB Public Relations Team’s digital media campaign has garnered measurable consumer results and even national attention from the “Mommy Blogger” community over the last year. Capitalizing on these successes, stay tuned for more innovative ideas from “America’s Favorite Vegetable.”
Nutrition Public Relations/Domestic Marketing WHO KNEW POTATO SALAD COULD EXCITE SO MANY WRITERS?
Additionally, a fantastic piece ran in the Houston Chronicle and on Chron.com this week, which was also included in the Pro Chef Smart Brief e-newsletter from the Culinary Institute of America, for a combined impressions total of nearly 2.5 million! This brings the total for the Potato Salad press kit mailing to more than 11 million impressions!
Nutrition Public Relations/Domestic Marketing WOMEN’S HEALTH ENCOURAGES READERS TO “CHOW ON POTATOES” In the June 2010 issue of Women’s Health, writer Lauren Chidoni lays out seven strategies to stave off hunger when you’re dieting. She writes: “The no-carb craze made spuds out to be dietary villains, but these starches actually have appetite slaying powers.” The USPB’s long-time PhD, Dr. Katherine Beals, was interviewed for this article, and she explained potatoes take a while to break down so they stay in your system longer, which wards off hunger. The icing on the cake, the article was picked up by MSN.com and Blisstree.com.
Nutrition Advertising/Domestic Marketing HOW ADVERTISING’S ADDED-VALUE OPPORTUNITIES INCREASE YOUR INVESTMENT The USPB spends over $1 million in print and online advertising, but our investment goes far beyond that. The USPB works diligently to extend your investment by negotiating extensive added-value opportunities. Added-value includes items such as bonus pages (extra ads for free), 1/3 page ads, email blasts/e-newsletter inclusion, consumer research and ad testing. In past years, added-value has increased the overall value of the advertising plan by over 50%, and FY11 is no exception. The FY11 added-value plan totals over $600,000, which is over 60% of the paid plan! The majority of the FY11 added value plan is made up of research ad testing, bonus ad pages and in-book opportunities. Ad testing is extremely important to measure the effectiveness and impact our ads have in relation to the other ads in the magazine. Bonus ad pages allow us to place more advertisements each year, greatly extending the reach of our message. In-book opportunities enhance our advertisements by increasing USPB’s presence in the content of the publication. Added-value is an important part of the advertising plan and helps make your investment work even harder! FY11 Added-Value Programs by Media
Retail Marketing/Tools for Industry/Domestic Marketing NEW RETAIL MARKETING WEBINARS JUST ANNOUNCED!! The schedule for the next of the USPB's ongoing industry training sessions has just been announced. Follow the link below and you’ll find information about the first three webinars planned for our current fiscal year, FY11—Leveraging the USPB’s Consumer Public Relations Campaign, Social Media 101 and Shopper Marketing in Produce. You'll want to save these dates and plan to join us for each of these lively and informative sessions. Be sure to check your email, and stay on the lookout for invitations coming your way soon! For more information on the USPB Retail Marketing Webinars, please contact Don Ladhoff, USPB Retail Marketing Consultant, at don.ladhoff@uspotatoes.com or 415.215.2448 USPB Webinar Training Schedule - 2nd Half 2010.pdf
KNOW YOUR CONSUMER TRENDS: POTATOES ARE NOT JUST FOR BEEF ANYMORE Recent findings from the NET Potato Consumption Trends research show poultry dinners offer an important opportunity for potatoes. Not only are the number of poultry dinners going up, but potatoes are being paired with poultry nearly as often as beef. The total number of poultry dinners has grown from 34 per year in 2000 to 37 per year in 2009, up three dinner occasions, or nearly 9%. On the other hand, the total number of beef dinners has decreased from 29 per year in 2000 to 25 in 2009, a decrease in four dinner occasions, or nearly 14%. As the number of poultry dinners increases, the potato’s share of poultry dinners has remained stable (good news). Alternatively, while the number of beef dinners has decreased, the potato’s share of beef dinners has also dropped. Therefore, the number of poultry dinners that include potatoes is now nearly as large as the number of beef dinners that include potatoes. This data positions poultry to be the most important protein for potatoes in the future. Therefore, it is important that the potato industry’s communications efforts leverage potatoes’ strength as a good fit with poultry dinners to capitalize on this significant consumer trend. Potatoes’ Share of Protein-Based Dinners (Annual) NET Potato Consumption Trends:
In-home consumption includes all foods and beverages prepared and/or consumed in the home and carried meals prepared in the home, i.e., “brown bag lunches”
2010 POTATO SALES AND UTILIZATION ESTIMATES NOW AVAILABLE! The report you’ve all been waiting for: The 2010 Potato Sales and Utilization Estimates (covering years 2000-2009) is now available from the USPB. Please find your copy of it in the link below. Over the past 10 years, the USPB has purchased the most reliable syndicated US potato sales and consumption data available, from such prominent marketing information service providers as the Nielsen Company, the Perishables Group, and the NPD Group. Individual data sets are analyzed, summarized, and provided to USPB members, industry representatives, and their agents as soon as they are available. In addition, in response to requests from its grower members, the USPB has used this information to construct estimates of US annual potato pound sales volume by selected type and channel as presented in this report. Import and export data from the Department of Commerce has been added to arrive at potato utilization estimates. The methodology employed in arriving at these estimates is outlined in the General Methodology section of the report. The goal of this work is to provide the most reliable estimate possible of key segment US potato sales and crop utilization. Data sources and estimation procedures continue to be refined and improved over time, but, like any such estimates, these are subject to error and should be used judiciously. The USPB utilization estimates can be compared to other sources, notably those published regularly by the USDA and ERS. When making such comparisons, it should be noted most estimates published by governmental agencies are developed from surveys on the supply side. They begin with what is grown on the farm and seek to understand how the crop will be used. Conversely, the USPB estimates are developed from the demand side based on available measures of sales and product movement which are then converted to farm weigh equivalents (FWE) in order to estimate utilization. Note: We’ve made some improvements in this report. You’ll note the % Change column at the end of all tables calculating the % change for the most recent year. You’ll also see some new charts (page 20 under Sum of Segments). The first is the “Estimated Shares of Total Domestic FW Pound Sales by Potato Segment”, which quickly shows which segment(s) are down and which are up from year-to-year at a glance. You’ll also find “Estimated Shares of Total FWE Pound Utilization by Potato Segment”, which is based on total utilization (includes exports and takes out imports). This chart also aims to show year-to-year segment shifts at a glance. Summary US Sales: Non-supermarket sales increased through 2006, leveled off in 2007 and then resumed their upward trend since then. Supermarket sales declined from 2001 through 2007, but have turned the corner and are back on the rise. Foodservice sales have fallen off slowly since 2007. As a result, total US sales have increased +2.4%. Utilization of US Potatoes: Imports are off significantly since 2008, while exports have increased over the past year, resulting in a 6% increase in total utilization of US potatoes. For questions on this report, please contact USPB Vice President, Domestic Marketing, Kathleen Triou at 303-873-2312 (direct) / 303-369-7783 (main) / 720-225-0931 (efax) or ktriou@uspotatoes.com. 2010 USPB Sales & Utilization Estimates FINAL.pdf
HELPING SAVE LIVES WITH DEHY Diarrhea is one of the top killers of children worldwide. The World Health Organization attributes 3.5 million deaths to diarrhea each year. Eighty percent of those are children under five-years-old. The USPB recently partnered with Feed My Starving Children (FMSC) and the Centre of Sustainable Livelihoods at Vaal University in South Africa to study the impact on diarrhea and acceptability of FMSC’s potato-based, fortified, blended food Manna Pack™ Potato-D (MPP-D), which was designed specifically to assist in the management of diarrhea symptoms in children. Preliminary results show:
It was also important to find out if the children would like the product. While potatoes have not been a part of their diet in the past, the children receiving the MPP-D product showed growing acceptance during the study, with more than 95% reporting they liked the product and would like to make such a product a part of their regular diet. The data is being evaluated in-depth, and more details will be reported during the USPB Dehy Workshop in Idaho Falls, July 31, and at the USDA/USAID International Food Aid and Development Conference in Kansas City August 3.
DEHY AIDS HAITI The USPB, through the USDA Quality Samples Program (QSP), has purchased dehydrated potato products, both granules and flakes, for Haiti. The first shipment of dehy is on the ground in Haiti with the second shipment on its way. Additional shipments are pending.
CHEERS TO DEHY! The USPB has been working with a Japanese beer company on the development of a low malt beer utilizing US dehydrated potatoes. Initial taste tests show the beer is fairly heavy with a clean finish. The new potato beer will be sampled at beer festivals in Osaka and Yokohama this summer to test consumer feedback. The company is asking the USPB for help in naming the new potato beer. If you have any suggestions for a name, please e-mail USPB International Marketing Manager—Dehy, TK Kuwahara at teresak@uspotatoes.com.
DOMINO’S PIZZA MEXICO GOES INTO SOCCER WORLD CUP WITH NEW US FROZEN POTATO PRODUCT!
SALES OF US TABLE-STOCK POTATOES IN MEXICO INCREASE AS A RESULT OF IN-STORE PROMOTIONS During April and May, the USPB Mexico program conducted in-store promotions for US table-stock potatoes with the Soriana supermarket chain, the second largest supermarket chain in Mexico. These promotions were in 15 stores for a total of 75 promotion days. The average sales increase during the promotions was reported at 512%. The following chart shows specific details for these promotion series:
WANT TO KNOW WHAT THE USPB HAS PLANNED FOR FY11? With the start of the USPB’s new fiscal year (FY11) July 1, the newly revised Long Range Plan (LRP) is now available at www.uspotatoes.com/120lrp.html. The Long Range Plan is the USPB’s annual strategy document that guides each and every program the Board undertakes. Read the USPB’s LRP, and you will have an excellent overview of every program at the USPB. The FY11 LRP represents the final year of the FY07-FY11 LRP, the third such USPB Long Range Plan developed and executed since November 1999. Like the two Long Range Plans that preceded it, this version of our strategy is focused on the activities with the greatest upside potential for the industry. It is through the successful implementation of these strategies that we will achieve our ultimate goal: “MAXIMIZING RETURN ON GROWER INVESTMENT.”
“US POTATO UPDATE” LAUNCHED IN PACIFIC NORTHWEST In its continuing efforts to reach growers and the potato industry at large with the very latest news and analysis of the global demand building programs of the USPB, the USPB Industry Communications Department has launched the “US Potato Update”. Airing within the popular “Farm & Ranch Report, produced by the Northwest Ag Information Network’s Bob Hoff, and broadcast every Wednesday on 29 stations throughout Washington, Oregon and Idaho, “US Potato Update” will reach the estimated 450,000+ potato acres in the Pacific Northwest. “We are always looking for new communications programs that will extend our reach and coverage of growers and allied industry,” noted David Fraser, USPB Vice President Industry Communications & Policy. “After two years of working with Northwest Ag Information Network to develop the best possible program, we decided now was the time to layer the “US Potato Update” into our communications mix, reaching the concentrated acreage in the Pacific Northwest with just one cost-effective buy.” Simply consult the station listing below to find “US Potato Update” in your area.
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©2010 United States Potato Board |
As a result of the Quick & Healthy potato salad press kit mailed in May, Susan Nicholson, who writes the syndicated column 
