Promoting Potatoes – The American Way

Currently, the United States Potato Board (USPB) represents more than 2,500 potato growers and handlers in the United States, and nearly 100 members from across the country serve on the board. A long-range plan developed by the board is based on insights acquired through extensive industry input as well as a comprehensive marketing and consumer research program. USPB’s domestic and international potato marketing programs include in broad terms: advertising, nutrition science, public relations, retail and food service marketing, and industry issues management. The USPB clearly believes its marketing efforts are paying off. A recent press release from the board contains figures related to the cost-benefit ratio of marketing programming (both domestic and international) that show the industry receives more than US$6 in the long run and more than US$5 in the short run for every dollar invested in USPB programming. More