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Retail Marketing/Tools for Industry/Domestic SHOPPER MARKETING – AN OPPORTUNITY THAT’S READY FOR HARVEST A recent online presentation hosted jointly by the USPB and JWT Action, a leading shopper marketing agency, pointed up the opportunity fresh potatoes have with the burgeoning practice of shopper marketing. This increasingly-popular marketing approach succeeds by leveraging a deeper understanding of the shopper to produce more relevant marketing programs developed in collaboration with the retailer and carefully measured to gauge success. P&G is widely acknowledged as the originator of shopper marketing, but today most of the leading food marketers – led by companies like Unilever, Kraft and General Mills – are strongly committed to the practice, and a recent study determined 83% of food manufacturers intend to increase their investment in shopper marketing over the next three years. The good news for the potato industry is that many of the tools for designing and implementing effective shopper marketing programs are already at hand. The USPB presentation laid out how fresh potatoes have an inside track to developing compelling marketing programs, as they are already being purchased, eaten and enjoyed by nearly every household in America. The hosts explained how successful shopper marketing begins with insights – the understanding of how shoppers plan, shop and consume. Thanks to the USPB’s year-after-year investment into consumer research, a treasure trove of shopper information is already on hand and readily available to the potato industry. A high level of collaboration between the supplier and the retailer is central to the success of shopper marketing, and the presentation related that here, too, there is good news for the potato industry. Potato suppliers tend to have strong working relationships already in place with their retail customers, which create a natural pathway for the collaboration necessary in developing strong shopper marketing programs. While you’re at it, be sure to check out all of the past presentations posted there for even more recommendations on building your fresh potato business in the retail channel. And be on the lookout for invitations, via email, to these upcoming industry training sessions from the USPB:
For questions or more information on shopper marketing, or any of the industry training topics, contact the USPB’s Retail Program Consultant, Don Ladhoff, at 415-215-2448 or via email at don.ladhoff@uspotatoes.com.
Nutrition Advertising/Domestic “TRANSFORM POTATOES” NATIONAL ONLINE CAMPAIGN CONTINUES DELIVERING RESULTS!! The USPB’s “Transform Potatoes” 2010-2011 National Online Campaign continues to deliver potato nutrition information for the fourth consecutive month. (The report linked at the end of this story includes all metrics from the beginning of the campaign through Month Four). New to this month’s report is tracking for Weight Watchers.com, which went live on November 2 (in month 4 and was active through the November 15 reporting date) and has been performing quite strongly for us! Overall, the 2010-2011 campaign is still performing strongly, and we continue to see post-click engagement increase across a variety of metrics. Overall, metrics from Month 3 to Month 4 did not move much for Better Homes & Gardens (BHG), All Recipes, or My Recipes, as these campaigns ended their first flights on 10/15 (when we pulled the Month 3 report). Any small updates in metrics with these sites reflect visits to the site and interactions effected after the end of the campaign (most likely from email blasts opened late) and any remnant impressions which are unlikely but may have popped up in small numbers for the last few days after the campaign ended. This report also analyzes performance between the two new creative executions tested on Weight Watchers.com, and we’ve seen positive and decisive results on this front.
As always, please do not hesitate to reach out with any questions regarding the current campaign. Please contact USPB Domestic Marketing Vice President Kathleen Triou at 303-873-2312 (direct) / 303-369-7783 (main) / 720-225-0931 (efax) or ktriou@uspotatoes.com. Potato Board Report 9.14-11.15.xls
Nutrition Public Relations/Domestic POTATO NEWS A HIT AT HIGH RANKING FOODSERVICE CONFERENCE
Nutrition Public Relations/Domestic “NO WHINE WITH DINNER”
The book features 150 easy-to-make, family-friendly recipes, as well as 50 moms’ secrets for getting picky eaters to try new foods. Long time potato champions, Liz and Janice recommend potatoes as an important staple, with 12 recipe makeovers, including step-by-step USPB-inspired instructions for cooking mashed potatoes in the microwave. In fact, one of the most popular recipes on their website (and now, in the book) uses a potato product you may recognize-- Smiley Face Casserole.
Nutrition Public Relations/Domestic “TWICE BAKED, TWICE AS SMART”
However, the BIG NEWS is that “The Nutrition Twins” were featured on Good Morning America Health on November 22 with a segment about getting on track after Thanksgiving Day, and a number of USPB key messages were included—take a look! “Instead of a baked potato with butter and sour cream, make a potato into an entire meal by topping it with chilli, non-fat cheese or Greek yogurt for a protein-rich, delicious replacement for butter & sour cream. Baked potato is great because it’s super satisfying and just 110 calories for a medium sized potato. It’s fat, sodium and cholesterol free and helps to fight off those flus and colds associated with holiday stress since a potato has 45% of the Daily Value of vitamin C. (Betcha didn’t know a potato also has more potassium than a banana.) Add a side of veggies for even more nutrients,” noted ‘The Twins’.
USPB PARTNERS WITH US DEHY PROCESSORS AT FIA INDONESIA TO INCREASE DEHY SALES! Two US dehy processors took advantage of the USPB’s Dehy Pavilion at Food Ingredient Indonesia (FIA) in Jakarta, Indonesia, September 29 – October 1, making valuable trade contacts and conducting sales meetings with companies from around the region. During the three-day trade show, 362 exhibitors from 28 countries showcased their products to 7,772 visitors, which included representatives from the food manufacturing, foodservice and bakery industries. The USPB hosted over 300 visitors, attracted by the interesting recipes utilizing dehy and various products showcased in the booth. Those companies interested in testing or purchasing dehy were able to further visit with the US dehy processors to discuss specific product, payment and delivery terms. This partnership with the dehy processors is very important as the USPB can generate the interest and awareness of the benefits and applications of US dehy, but only the processors can provide actual product details and sign the contracts. Processors have indicated many new contacts were made with positive sales results.
Dehy/Foodservice/International DUNKIN DOES US DEHY IN MALAYSIA! Dunkin Donuts® Malaysia, with 51 outlets throughout the country, has launched three new donuts utilizing US dehydrated potatoes! Consumers in Malaysia who “run on Dunkin” can now enjoy Potato Sugar Raised Donuts, Potato Custard Donuts and Potato Glazed Donuts! This success is a direct result of numerous merchandising visits and one-on-one technical assistance provided by the USPB. To further support Dunkin Donuts on this new product launch, the USPB also provided support for in-store promotions and demonstrations. Although the promotion is not completed, the managing director is pleased with the response to the promotion and is considering added US dehy to other donuts they carry.
USPB PERSEVERANCE PAYS OFF! JUSCO SUPERMARKET CHAIN NOW USING US DEHY!!! Starting the process over two years ago, the USPB worked with the Jusco supermarket chain through its one-on-one meetings and sampling program, educating them about the benefits of using US dehy in their croquette production. Unfortunately, at that time, Jusco was unable to find a US supplier able to provide US dehy, and they started utilizing a competitor’s dehy. After several follow-up meetings and inviting Jusco to visit the USPB booth at Food & Hotel Malaysia in 2009, and a Hot Food Seminar in 2010 where a local supplier was showcasing US dehy, Jusco decided to switch to US supply! To ensure a successful launch of the new croquettes, the USPB supported Jusco with banners and in-store demonstrators during a promotion throughout November. Although final sales figures are not yet compiled, the merchandising manager has reported sales for the new croquette using US dehy have tripled. As a result, they have increased production of the croquette to meet consumer demand, thus increasing the amount of US dehy they are purchasing. Jusco which operates 28 stores in Malaysia, is the 3rd largest supermarket/hypermarket chain in Malaysia, but is considered the market leader when it comes to the deli/ready to eat sector. Promotional Banner Highlighting US Potatoes in New Croquette Product
Frozen/Foodservice/International US FROZEN MASHED POTATOES GET THE ROYAL TREATMENT IN JAPAN An English pub restaurant chain, Rose & Crown, with 13 restaurants in Tokyo and Osaka, launched two new menus made using US frozen mashed potatoes. These items are on their grand menu starting October 1. The chain became aware of US frozen mashed potatoes at a USPB foodservice seminar focused on alternative frozen products. The items are croquettes with sausage and mashed potatoes as a side dish with three different tastes (Plain, Spinach and Porcini).
Frozen/Foodservice/International US FROZEN POTATO PRODUCTS FEATURED AT “AMERICAN POTATO FAIRS” AT TWO RESTAURANT CHAINS IN JAPAN Suehiro Gotenyama Garden Restaurant held an American Potato Fair in October and November. The fair featured eight new items made with non fry frozen potatoes. The new menu items are: Fritter of slice potatoes, Caesar's salad with crunchy IQF shred potatoes, Scrambled eggs on mashed potatoes, Garlic stir with potatoes and onion, Sliced potatoes and bacon, Baked potatoes and eggplant meat sauce gratin, Potato galette with crab and spinach and Mashed potatoes and mushroom pizza. Suehiro Gotenyama Garden Restaurant intends to keep these items on their menus after the fair. AlettA, a buffet restaurant with seven outlets in the western part of Japan, hosted an American Fair featuring US potatoes between October 15 and November 14. During the American Fair, AlettA served frozen baked potatoes.
Frozen/Foodservice/International US FROZEN POTATO PRODUCTS ADDED TO THE MENU AT LARGE CHINESE RESTAURANT CHAIN IN SHANGHAI The Shanghai Rongfei Hotel Management Co., Ltd. was established in 2007 and now has four large Chinese restaurants in Shanghai, with annual sales of RMB80 million Yuan (US$12 million). The USPB representative in China visited this company in April 2010 and introduced the characteristics of US frozen potato products. Upon Rongfei’s request, USPB conducted an on-site training for this company in the same month where a USPB demo chef demonstrated four dishes featuring US frozen products. During the training, Mr. Shou Fuguo, the Executive Chef of Rongfei, and Mr. Zhang Guorong, the General Manager of Rongfei, were impressed by the good mouth feel of the US products presented. Their unique shape was also suitable for regular frying and quick wok frying.
Inspired by the application ideas from the training, Rongfei’s R&D team developed four new potato dishes to be served in all of their restaurants. The trial sales started at the end of June 2010, and sales were so good, at 5,250 servings of potato dishes ordered in one month, that Rongfei decided in September 2010 to keep all these dishes on their permanent menu. Rongfei is using US hash browns, US frozen mashed potato, US crinkle cut fries and US potato skins. Rongfei is also developing new dishes using US frozen mashed potato and crosscut fries. US Potato Dishes Served in Rongfei:
US FROZEN POTATO PRODUCTS EXPAND PRESENCE AT RETAIL IN THAILAND Due to the exposure the importer received by participating in the USPB booth at the Food and Hotel Thailand show in September, five new US frozen potato products, under the ALEXIA brand, have been launched in three retail chains with outlets throughout Thailand.
The new frozen potato items launched in October 2010 were Alexia’s Spicy Potato Bites, Alexia’s Potato Bites, Alexia’s Roasted Red Potatoes & Baby Portabella Mushrooms, Alexia’s Roasted Red Potatoes & Italian Inspired Vegetables, Alexia’s Roasted Red Potatoes & Harvest Vegetables.
FARM BROADCASTERS HIGHLIGHT USPB The USPB was, once again, present at the National Association of Farm Broadcasters’ (NAFB) Trade Talk, the centerpiece event of the NAFB’s Annual Convention, November 11, 2010. In a tradeshow format, specifically held for farm broadcasters, around 100 or more television and radio reporters circulated among 90 or more agribusiness and farm organization exhibitors, interviewing these exhibitors about their latest news, products and agricultural issues. Trade Talk is a veritable blitzkrieg of radio and television interviews lasting six hours. USPB Domestic Marketing Committee Co-Chairman Todd Michael, a table-stock grower and shipper from Urbana, OH, represented the US potato industry. He was joined by Vice President David Fraser, and Manager David Fairbourn—both from the USPB Industry Communications & Policy Department. Their interviews focused on the USPB’s recent weight management study, nutrition, convenience and USPB programs for increasing demand for potatoes and potato products. Michael served as the USPB Industry Communications & Policy Committee Co-Chairman during FY 2009. The USPB shared a booth with the National Potato Council (NPC), represented by Vice President of Legislative and Government Affairs Justin Dagen, a seed grower from Karlstad, MN, and NPC Executive Vice President and CEO John Keeling. Their interviews focused on Mexican trucking, trade, the exclusion of potatoes from the WIC program, production, sustainability, the 2012 Farm Bill, and the lack of adherence to FIFRA by EPA. At the conclusion of Trade Talk 2010, Michael, Dagen and Keeling completed 15 interviews with farm broadcasters from most potato production regions. Some interviews were given to reporters who cover regions not recognized for potato production, simply because their audiences enjoy hearing news about potatoes.
Justin Dagen and Todd Michael were interviewed by Brownfield Ag News Broadcaster Julie Harker. Headquartered in Jefferson City, MO, Brownfield's networks and station affiliates span the entire Midwestern United States.
USPB INDUSTRY COMMUNICATIONS TO BEGIN USING NEW TECHNOLOGY TO KEEP THE INDUSTRY INFORMED With the efficiencies of today’s electronic communication methods, long gone are the days of printing, stamping, and mailing newsletters and other information. The USPB Industry Communications Team recognized a number of years ago grower funds could be better utilized promoting potatoes than for mailing newsletters. Grower leaders determined a robust website and email communications would serve the industry well, “Maximizing Return on Grower Investment”, by efficiently and cost-effectively communicating across the entire US potato industry. And with Summer 2010 research indicating 92% of the US potato industry says they are well informed of the USPB’s long-term demand building programs, well, those first USPB Grower Leaders were spot on. Now, mobile technology will be tested in the coming months with growers to help the USPB keep their Industry Database current. While physical addresses remain fairly stable, cell phone numbers and e-mail address can, and do, change often; therefore, to continue “Maximizing Return on Grower Investment”, the need for frequent verifications and updates are critical to maintaining, and even increasing, the 92% of the US potato industry that says they are well informed of the USPB’s long-term demand building programs. “The mission of the USPB Industry Communications Team remains very simple: To keep the entire US Potato Industry informed of and engaged in the USPB’s long-term demand building programs for US potatoes and potato products,” notes USPB Industry Communications & Policy Vice President David Fraser. “While the mission is simple, the means of achieving that mission involve numerous communications programs and activities across the five production segments of Fresh, Frozen, Chip-Stock, Dehy and Seed, not to mention working with State and National Potato Organizations and allied industry.” Fraser continued, “And given a very large part of our Industry Communications programs are based on electronic communications, having the most current, most complete and most accurate database of grower and industry contact information is absolutely mission critical.” Since late 2007, USPB Industry Communications has conducted an annual Industry Census to ensure we are reaching and communicating with all growers and allied industry. Each of our annual census projects since 2008 have been extremely successful. Currently, the USPB has approximately 60% of total grower e-mails and a majority of total grower cell phone numbers. In our continuing effort to ensure the accuracy of the USPB Industry Database, beginning yet this year, the USPB will begin testing and implementing a “mixed technology” Industry Census system that will now include the use of data collection via cell phones. No matter what type of phone you carry, this new technology automatically senses your phone type and formats the survey for easy reading and quick and easy response on your phone. And, the USPB always guarantees our Census will always be short enough to be completed in no more than 6-8 minutes. Now nicknamed SPUD (System for Potato Update of Demographics), the USPB’s evolving “Potato Industry Contact Update/Development System” will employ a combination of e-mail, Internet, land line phone with both live and automated calling, and mobile technology to keep the industry informed. And, now in the planning stages, further automation will soon make it even easier for growers to maintain their own profile. This new plan will allow growers to see their own contact information and production demographics and keep it updated with just a few keystrokes or voice responses, all over a highly secure network system. And when SPUD is fully implemented, the USPB will have the means to provide timely or late breaking information/alerts, across the industry, to just one production segment or to an even smaller more selective group, depending on the information to be communicated. “Maximizing Return on Grower Investment” by using mobile and electronic technology to keep growers and the US Potato Industry informed of the USPB’s latest research results and marketing programs.
CHECK OUT THE NEW USPOTATOES.COM, YOUR USPB RESOURCE!! With improved navigation, one click access to the Global Database and USPB Resource Center and newly updated content, the new uspotatoes.com is your complete resource for all the latest research studies and news on the many domestic and international demand building programs of your USPB. Visit the new uspotatoes.com today to learn how the USPB continues to “Maximize Return on Grower Investment.”
ON THE RADIO, ON THE INTERNET: THE “US POTATO UPDATE”!! No matter where you live in the US, you can always hear the “US Potato Update” simply by visiting the “US Potato Update” Archives… 11.24.10—Getting More US Frozen Potato Products in Mature Markets.mp3
USPB FY 2010 FULL AUDIT NOW AVAILABLE ON USPOTATOES.COM FOR REVIEW The USPB’s full audit has been completed, and reports for fiscal year (FY) 2010 have been released. They have been uploaded to uspotatoes.com. Please take a moment and review these financial statements here. As stated in the Independent Auditor’s Report by Eide Bailly CPAs & Business Advisors, “…the financial statements…present fairly in all material respects, the respective financial position of the governmental activities, each major fund, and the aggregate remaining fund information of the National Potato Promotion Board, as of June 30, 2010, and the respective changes in financial position thereof and the respective budgetary comparison for the general fund and the MAP fund for the year then ended in conformity with the accounting principles generally accepted in the United States of America.” If you have any questions or comments regarding the full audit, please contact USPB Vice President, Finance & Information Technology Diana LeDoux at (303) 369-7783 or by e-mail—Diana@uspotatoes.com.
THE BRIGHT FUTURE OF THE US POTATO INDUSTRY (Editor’s Note: Article and photo submitted by Denine Trump, Prosser High School FFA Advisor, Prosser, WA) The annual Washington State Potato Judging Contest was held November 5, 2010, at Big Bend Community College in Moses Lake. The US Potato Board and Washington State Potato Commission once again worked in collaboration with the Washington State FFA Association to host this Career Development Event that allows students to display the skills they have developed through their Agricultural Education courses and Supervised Agricultural Experience Programs. Students were evaluated on their ability to identify common potato blemishes, grade potatoes, seed tray placing and oral reasons. The contest continued to grow this year and involved over 17 teams and over 85 students. The 2010 Washington State Potato Judging Champion Team was from the Lind FFA Chapter and consisted of Brandon Knodel, Mackenzie Ellis, Traven Smith, Scott Diefenbach and Grayson Morris. The team was coached by Mr. Andy Williams. In addition to plaques for the top individuals and teams, each student received award donations from the USPB and the WSPC. The top eight individuals were awarded Washington State Potato t-shirts that will be worn proudly. Denine Trump, Prosser Ag Instructor and FFA Advisor, noted, “It is our sincere hope that providing this opportunity will spark interest in agriculture and motivate students to take advantage of career opportunities in an ever-changing and dynamic industry. The Washington State FFA would like to thank the US Potato Board for their continued support of our program.” (Editor’s Note: The USPB is pleased to support this excellent potato industry education opportunity, in conjunction with the WSPC, for these outstanding Washington State FFA students. We extend our warm congratulations to the 2010 Washington State Potato Judging Champions, Lind FFA Chapter. Keep up the great work, students!!)
Pictured L to R: Mackenzie Ellis, Grayson Morris, Scott Diefenbach, Traven Smith and Brandon Knodel of Lind FFA. Presenting is Brianna Tasker, Washington State FFA Reporter
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The USPB had yet another successful year at the annual 2010 IFEC (International Foodservice Editorial Council) Conference held November 8-11 in New Orleans. At the opening night walk-around reception, known as the “Chef Showcase,” the USPB partnered with New Orleans’ famous Court of Two Sisters restaurant to demonstrate two potato applications: a Goat Cheese Potato Brulee and a Potato-Wrapped Halibut. Over the next two days, USPB Public Relations Manager, Meredith Myers, and a USPB foodservice consultant from Ketchum Food B2B attended 10 desk side meetings with key foodservice trade publications such as Restaurant Business, Restaurant Hospitality, QSR and National Culinary Review. Editors were particularly interested in the new weight management research commissioned by the USPB, even requesting copies of the study’s abstract and podcast as soon as possible. As a result of these meetings, several media placements have already been secured for early 2011. A few clips to look forward to in February include USPB coverage in articles on gluten-free ingredients in School Nutrition and an almost word-for-word run of the press release on the recent weight management research in Gold Medal Classroom. 
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