Potato board reaches out with promotions

10/29/2013 04:02:00 PM
Melissa Shipman

Courtesy Prince Edward Island Potato BoardThe Prince Edward Island Potato Board worked with Tourism PEI for a food truck tour this year.The Charlottetown-based Prince Edward Island Potato Board is active with several promotions this year.

In April, the board launched a program with spokeswoman Heather Moyse, who has represented the group for several years.

Moyse, an Olympic athlete, is a large part of the board’s activities. Her athletic career makes her a good fit as a spokeswoman for healthy eating, according to marketing director Kendra Mills.

“She has a strong health message and is a great spokesperson. She is active with social media banter, and she often tags her posts with Prince Edward Island potatoes, Mills said.

The April launch included branded packaging with tear-away recipe cards and nutritional information, as well as cooking videos that feature Moyse and a local chef.

“The combined efforts of our new marketing campaign are designed to entice and educate the consumer on the benefits of the potato,” said general manager Greg Donald.

The board also is active with local festivals and events.

Mills said the island is often considered a tourist destination. It also is well known for other food commodities, such as fishing, lobster and potatoes.

“We’re working with other agriculture industries to pool our resources and efforts to promote Prince Edward Island as a culinary destination,” she said.

Earlier this year, the board participated in a Tourism PEI initiative called Taste of PEI, which consisted of a mobile tour that journeyed across Ontario, Quebec and Halifax.

The event included a food truck which served PEI mussels and fries, as well as other activities that centered on food and golf.

Mills said the purpose of the initiative were to heighten the island’s tourism appeal as a coastal destination with indigenous foods and experiences.

In April, the board partnered with the PEI Burger Love promotion, a month-long celebration of Prince Edward Island beef.

“Fries make a perfect pairing with burgers, so we think our involvement with the PEI Burger Love made logical sense. As well, a number of PEI potato growers are also beef producers, so we are pleased to sponsor a promotion that highlights both commodities,” Donald said.

Each Friday in April was designated as a “Fryday,” and consumers were encouraged to order a side of fries made from the island’s potatoes.

As part of the project, consumers had the chance to win T-shirts, as well as 50 pounds of potatoes.

In the fall, the board participated in the PEI International Shellfish Festival, sponsoring the chowder competition.

For the 2013 Fall Flavors Festival, the board sponsored the Toe Taps & Taters event, and they participated in the Farm Day in the City on Sept. 29 by having a display downtown with recipes and information, as well as an appearance by Tate, the board’s mascot.

Overall, the board tries to stay active in the community.

“These events have been very much ongoing,” Mills said.



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