Thereâ€™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.
â€œWe need to continue to explore varietals,â€ said Mike Hart, director of sales and marketing for Fryeburg, Maine-based Green Thumb Farms.
â€œWhen 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.â€
Green Thumb has found success marketing its Cold River Gold variety to consumers, as well as chefs, Hart said, citing one example.
â€œLast year we saw a big lift marketing the Queen Anne variety, our first to be offered through Farmerâ€™s First, our developmental program in which we partner with retailers to introduce new varieties to the New England marketplace,â€ 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.
â€œOrganics continue to be front-and-center in gaining market share for many retailersâ€™ growth initiatives,â€ he said.Â