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RETAIL PROMOTIONS IN MEXICO INCREASE SALES OF US FROZEN POTATO PRODUCTS During November the United States Potato Board (USPB) promoted US frozen potato products in conjunction with HEB supermarkets in Mexico. The promotions ran at seven different stores per week for a total of 21 stores during the month. This promotion continued until late December, reaching a total of 147 promotion days and covered four different products: straight cut, wedges and lattice/basket weave, plus a potato “muncher” being sold in the deli area. Also during November USPB Mexico started a promotion in “La Nueva Lupita”, a grocery store located at Mexico City’s wholesale market. This promotion was done for 10 days, two days per week (Thursday and Friday), starting on November 18 and finishing December 17. Watch future issues of Industry Update for the results of this US frozen potato products promotion.
Frozen/Foodservice/International US FRIES FEATURED AT NEW RESTAURANT IN INDONESIA As a result of merchandising visits by the USPB representative in Indonesia, the Bandung Pub & Restaurant has now introduced US crinkle cuts and lattice cuts into their menu during their Grand Opening. Watch future issues of Industry Update for the results of this new product launch for US frozen potato products.
US DEHY FEATURED IN CLUB DE SAINT-HONORE BAKERY SEMINAR!
Chef Kanda explained how he uses US dehy flakes and commented that “mixing mashed potatoes into bread dough results in making bread soft and moist.” Since Chef Kanda uses some vegetables in “POURQUOI vegetable field” as filling, he also said that “using mashed potatoes makes a lot of sense because potato is a vegetable full of nutritious value. This kind of bread can attract female customers.” The USPB was also invited to further discuss the benefits of dehydrated potatoes in baking and distribute materials. This was an excellent opportunity to educate a new channel of Japanese bakers on the many benefits of US dehy.
US POTATO NOODLE MEDIA EVENT TWEETED IN JAPAN!!! Two types of potatoes noodles, one using 10% US dehy and the other using 30% US dehy, were the focus at a recent media event held in Tokyo, Japan. At this event, Mr. Munenori Yanagi, owner of Menya Sou, reported to the audience “potato noodles can go with any type of ramen broth.” Menya Sou recently developed a new menu item, “BABA-MEN”, potato noodles with fresh coriander, lemon and a salt based dressing, creating a refreshing new taste.
A local trading company, Kurita Shokuhin, reported at the event, “We see many possibilities in potato noodles. For example, potato noodles shorten the boiling time of noodles. It usually takes more than 5 minutes to boil this thickness, but only several minutes with potato noodles. Potato noodles can be useful at events which many people come and quick preparation is expected.” By presenting two types of potato noodles, participants were able to experience the different texture and flavor of potato noodles, and this experience made them more interested in potato noodles. Mr. Hantsu Endo, a food specialist, and Ramen Walker, a consumer media company, tweeted this event to their more than 5,000 followers.
US DEHY IMPROVES CAKE TEXTURE FOR FILIPINO BAKESHOP! Becky’s Kitchen, a manufacturer of various kinds of pastries, cakes, and food items with a strong following in its community, recently launched Potato Almond Cake using US dehydrated potatoes. The company’s owner was first introduced to US dehy when she attended the WOFEX trade show and visited the USPB booth. After participating in the rehydration exercise, as well as talking with chefs in the booth, she was impressed with the products and bought samples from a local distributor, Dane Commodities. Becky’s Kitchen proceeded to conduct application studies with US dehy to see if it could help improve their cake’s texture, as their sponge cakes tend to be too fluffy and hard to swallow. In November, the company reported the tests were successful, and they launched their new cake product. It is important to note the partnership with the local distributor, Dane Commodities, has been very beneficial. Dane Commodities first learned about US dehy through a reverse trade mission in 2005 and began supplying US dehy to the market. In the last couple of years, they have increased the number of dehy products they carry for the local trade. US dehy exports to the Philippines is up from 278 metric tons (MT) to 745 MT for the same time period, July to October 2009 versus 2010.
Table-Stock/Foodservice/International US TABLE-STOCK POTATOES FEATURED AT NEW “POTATO DEPOT” IN SINGAPORE Shiloh Remnant has finally opened their first, and long-awaited, “Potato Depot” restaurant in a busy shopping mall in Singapore. Officially opening November 13, “Potato Depot” has introduced two varieties of US fresh potatoes: Russets (80 count) and Round Reds. 12 different toppings for the baked russet potatoes are also being offered: P.D. Original, Happy Salmon, Go Veggie, Mushroom Trio, Chili ConCarne, Chicken Curry, Turkey Ham, Roast Beef, Sausage, Cheesy Beans, Classic Chicken and Capt. Tuna. “Potato Depot” has also introduced a Potato Salad and Potato Soup using the Russets, while slicing the Round Reds for chips and serving them with different dipping sauces. Sarah Lee, owner of “Potato Depot”, first learned about US table-stock potatoes and their many uses as an attendee at the 2008 USPB Chef Workshop in Singapore. Ms. Lee reports sales have been very encouraging, and she is keen to open her second outlet soon. According to Ms. Lee, the weekly usage of US potatoes averages about 750 pounds. A marketing company has also been appointed to plan promotional activities for “Potato Depot” and will contact the USPB to run promotional activities after the festive season. After “Potato Depot’s” owner attended a USPB training seminar clear back in 2008, the 2010 opening of this new, and hopefully successful, restaurant in Singapore demonstrates yet again the long-term relationships the USPB International Marketing Team must forge to build a foundation for sales of US potatoes and potato products in overseas markets. This work, and subsequent successes, proves the adage, “Patience is a virtue!”
Retail Marketing/Table-Stock/Domestic FOUR KEY OPPORTUNITIES FOR INCREASING RETAIL POTATO SALES As the nation’s potato marketing organization, one of the key areas where the USPB invests our growers’ contributions are in better understanding consumers, shoppers and the retail shopping environment. Drawing on insights and implications gleaned from years of research, we are able to identify four key areas for increasing fresh potato sales at retail. Opportunity #1: Increasing purchase intent by communicating nutritional benefits Opportunity #2: Triggering in-store purchase decisions Ethnographic studies have found inspirations for meal ideas while shopping tend to come from the meat, fish and prepared foods areas rather than the produce department4. Given the strongest purchase influencer for potatoes is when shoppers see a display or other visual cue1, one of the most effective ways for retailers to encourage incremental potato sales is by utilizing signs or recipes outside of the produce department to remind shoppers of just how much they enjoy potatoes. And this should be easy, because consumers pick potatoes as their favorite vegetable more than any other2! Opportunity #3: Increasing usage through appreciation of potato types and their favored uses Opportunity #4: Suggesting convenient and innovative ways to prepare & serve potatoes Sources:
Tools for Industry/Domestic Marketing USPB RELEASES ONLINE CAMPAIGN RESULTS At the mid-point of the FY10-FY11 USPB Domestic Marketing Online Campaign, the USPB has upgraded from a standard one-sheet snapshot report format to a comprehensive workbook detailing by-site and by-creative performance for our campaign to-date, as well as drawing key insights, implications, and recommendations for future activity in the second half of this year’s campaign and beyond. A few key highlights from the USPB’s First Half Report:
USPB FY11 Online First Half Campaign Report 12.6.10.ppt
WHAT’S NEW ON USPOTATOES.COM? Effective December 15, 2010, you can now explore some of the best recipes collected by the USPB’s International Marketing Department at From BREAKFAST BURRITOS WITH SMOKED POTATOES AND DUCK CONFIT to NIKUJAGA to STIR-FRIED POTATOES WITH CHICKEN & JELLYFISH, we’re sure there is an interesting dish to tempt your palate from the 47 recipes currently listed. And as more become available, those will be added to this ever growing library of international potato delicacies.
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… 12.22.10—Campaign Still Unearthing Good News for Potatoes.mp3
PRODUCE FOR BETTER HEALTH FOUNDATION CELEBRATES 20TH ANNIVERSARY
Join the Produce for Better Health (PBH) Foundation as they celebrate their 20th anniversary at the 2011 annual meeting at the Monterey Plaza Hotel & Spa in Monterey, California, March 31 – April 2, 2011. Join PBH as they look back on 20 years of growth and success to improve the nation’s health by increasing fruit and vegetable consumption. The annual meeting is open to all fruit and vegetable industry supporters and affiliates. As PBH shares its successes and victories from the past 20 years, they will also provide exclusive research and education presentations designed to provide insights into consumer markets. New, and included this year, is PBH’s “At The Pebble Golf Tournament” at the Del Monte Golf Course of Pebble Beach Resort. PBH is offering seven, all-inclusive sponsorship packages, each designed to give a maximum return and unique opportunity for recognition and visibility during this three-day event. Please visit 20th Anniversary Meeting and Dinner Celebration to find out more details on how to support and attend this fantastic event. PBH would really like to have all fruit and vegetable industry supporters and affiliates join them for this PBH milestone! For additional information or questions, please contact Cyndy Dennis, Development Director, Produce for Better Health Foundation at 404-985-0322 or cdennis@pbhfoundation.org (Editor’s Note: The USPB is a member of the Produce for Better Health Foundation and is a proud supporter of their many activities to improve the nation’s health by increasing fruit and vegetable consumption.)
“BLACK DOT ROOT ROT OF POTATO” NOW AVAILABLE FROM FOCUS ON POTATO Focus on Potato, an industry resource for potato growers and consultants, has published its latest webcast, “Black Dot Root Rot of Potato” by Barry Jacobsen, Professor and Extension Plant Pathologist at Montana State University. Black Dot Root Rot, both a widespread and important disease of potatoes, is the latest webcast title to be published in Focus on Potato, an industry crop management training resource for potato growers and consultants. This 15-minute presentation, authored by Dr. Jacobsen, will give viewers an overview of the Black Dot Root Rot disease, as well as options for controlling it. Specifically, Dr. Jacobsen covers Black Dot's causal fungus, host range, and survivability. He also discusses potential yield losses from Black Dot, which range from 10%-20% in commonly grown cultivars and up to 40% in some inoculation experiments. Finally, Jacobsen helps users with diagnosis and treatment of this economically important disease. View this Black Dot Root Rot presentation and other presentations available on the Focus on Potato website. Focus on Potato is a publication of the Plant Management Network (PMN), a nonprofit online publisher whose mission is to enhance the health, management, and production of agricultural and horticultural crops. It achieves this mission through its applied, science-based resources. PMN is jointly managed by the American Society of Agronomy, American Phytopathological Society, and Crop Science Society of America. To get the maximum benefit of the Plant Management Networks full line of resources, please sign up for its free online PMN Update newsletter at http://www.plantmanagementnetwork.org/update/default.cfm.
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Club de Saint-Honore, an organization supporting women in the baking industry in Japan, recently conducted a seminar for approximately 50 female bakers, as well as media personnel. Chef Atsushi Kanda, owner of POURQUOI and current customer of US dehy, was invited to be the baking instructor for this seminar. As a result, the participants were able to see the results of US dehy integrated into two of the five recipes demonstrated: “POURQUOI vegetable field” using 5 % US standard potato flakes and “Pizza” using 2.5% US standard potato flakes. 
