|Table-Stock -- Retail
The Domestic Table-Stock Program is focused on providing retailers and shippers with the information and tools to understand what shoppers are seeking, and to increasing awareness of the many benefits of fresh potatoes. In this manner, the USPB’s Retail Marketing program serves as a catalyst that encourages stronger collaboration between the retail trade and the potato industry—to the benefit of both.
Over the past decade, the USPB has developed and proven an array of Best Practices in the vital areas of assortment, merchandising, pricing, promotion, packaging and handling. This learning is provided at no charge to suppliers and retailers to help in building their fresh potato business.
The USPB also brings these tools directly to the retail trade in three different ways. First, the USPB meets with selected retailers every year as part of our Retail Outreach program, where we share information, key trends and business-building recommendations based on our proven best practices. Some retailers elect to become a Best Practice Partner, where the USPB – in collaboration with one or more suppliers – works closely with the chain over a 9-month period to implement and measure the results of implementing a specific best practice. And finally, the most progressive retailers choose to participate in the Best In Class program, where they work together with the USPB and their suppliers over a three-year period to adopt all of the best practices for maximizing fresh potato profits.
The USPB provides a number of additional resources to assist retailers and their suppliers in growing their business. New and promising best practices are continually being explored through Test and Learn programs at participating retailers, with the results carefully monitored, measured and then shared with our industry members. The USPB purchases extensive retail sales data for the industry’s use, and posts this information free of charge on our Resource Center for easy access. Both retailers and suppliers take advantage of the USPB’s digital library of recipes and photos, all accessible at no cost through our consumer website found at www.potatogoodness.com. And lastly, industry members and retailers are encouraged to display the USPB’s “Potatoes…Goodness Unearthed®” Campaign Signature on their products, merchandising materials and advertising to link their efforts to a marketing campaign that has delivered upwards of a half-billion consumer impressions over each of the past several years.
The Retail Marketing program will continue to evolve to meet the changing needs of retailers and shippers alike, but our mission remains constant: to increase the volume & dollar sales of fresh potatoes across all retail channels by targeting our three core audiences – shoppers, retailers and shippers. Don’t hesitate to let us know how we can help you!
Vice President, Domestic Marketing
Phone: (303) 369-7783