“Our goal ... is to work with chain store partners to help convince consumers to maybe switch from a frozen fry to a fresher alternative,” Pope said.
Our goal is a 5% trade-up rate, which would have significant lift potential for the total commodity,” Pope said.
The product is targeted at the 20-35 age group, and Pope suggests a high-graphic display with aggressive promotions.
Gehring Ag buys share in Pleasant Valley
Gehring Ag, one of the oldest and largest potato growing operations in Southeast Idaho, purchased a share in Pleasant Valley Potato Inc., Aberdeen, Idaho, and will grow fresh potatoes exclusively for the company, sales manager Ryan Wahlen said.
The transition took place in August after Ray Duffin, one of Pleasant Valley’s growers, retired with the desire to sell his share in the warehouse. Other growers took over the land so no acreage was lost.
In fact, acreage was gained with the addition of Gehring Ag.
“This is a huge addition for us,” Wahlen said. “Their quality of potatoes is fantastic, and the majority of their farm ground is in the Pleasant Valley area.”
In addition, Gehring will be able to deliver potatoes from the western side of the state, which will help fill in supply gaps, Wahlen said.
“We’ll be able to run much more steadily throughout the season, and we know we’ll have potatoes available for early harvest markets next year,” he said.