Consumers, Fresh/ Table, News February 2020, North America, Promotion/Marketing, Retail, Trends, Varieties

Specialty, organic potatoes help expand sales

There’s more to the potato business than reds, whites and russets, marketers in the US say. Specialty varieties and organics are important parts of the product mix, they note.

“We need to continue to explore varietals,” said Mike Hart, director of sales and marketing for Fryeburg, Maine-based Green Thumb Farms

“When I look at the produce section as a whole and see the wide range of apple varieties, or a specific orange variety being marketed to kids or parents, I think we can keep pushing the potato category in that direction.”

Green Thumb has found success marketing its Cold River Gold variety to consumers, as well as chefs, Hart said, citing one example.

“Last year we saw a big lift marketing the Queen Anne variety, our first to be offered through Farmer’s First, our developmental program in which we partner with retailers to introduce new varieties to the New England marketplace,” he said.

Organics are an increasing share of the product portfolio at Idaho Falls, Idaho-based Wada Farms Marketing Group LLC, said Eric Beck, marketing director.

“Organics continue to be front-and-center in gaining market share for many retailers’ growth initiatives,” he said. 

Full report by Jim Offner in The Packer here

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