Growers adopt tactic: selling based on use

11/24/2013 01:13:00 PM
Cynthia David

Courtesy EarhFresh FoodsEarthFresh Foods’ new bags come in different colors based on usage, such as boiling, mashing, baking and roasting. The bags are available in Ontario and Atlantic Canada, and the company plans to take them nationwide.Toronto-based grower-shipper EarthFresh Foods Inc. is marketing bagged potatoes by their usage rather than color, size or variety.

“The United Kingdom, Australia, New Zealand and South Africa have been marketing by usage for years,” marketing director Stephanie Cutaia said.

“For the consumer it’s a no-brainer,” Cutaia said. “When they go shopping, they know what they’re making. Our goal is to help customers pick the right potato for the right cooking task.”

EarthFresh launched its idea a year ago at Sobeys stores in Ontario under the Green Giant label.

They recently relaunched them under their own label in brightly-colored 5-pound poly bags made of metallized plastic.

“It’s a new material from a Canadian company that uses light-blocking technology,” Cutaia said.

“It helps protect potatoes from greening and extends the shelf life up to 21 days, which is great for retailers.”

The bag colors are based on a system being used in the United Kingdom and New Zealand.

Green is for boiling, blue is for mashing, red is for baking, and yellow is for roasting, she said.

The bags are available in Sobeys in Ontario and Atlantic Canada, and Cutaia said there are plans to eventually take them across the country.

EarthFresh, the Canadian arm of Idaho Falls, Idaho-based Potandon Produce LLC, is developing a metallized black Klondike rose potato bag for another Canadian retailer.

“Potatoes have a lot of competition, like quinoa, pasta and rice, so they really have to fight for a spot on the plate,” Cutaia said.

“We’re trying to come up with innovative products and ideas, such as the usage program, to educate customers and their customers, offer healthy recipes and remind people how nutritious potatoes are.”

By Cynthia David
Special to The Packer
Toronto-based grower-shipper EarthFresh Foods Inc. is marketing bagged potatoes by their usage rather than color, size or variety.
“The United Kingdom, Australia, New Zealand and South Africa have been marketing by usage for years,” marketing director Stephanie Cutaia said.
“For the consumer it’s a no-brainer,” Cutaia said. “When they go shopping, they know what they’re making. Our goal is to help customers pick the right potato for the right cooking task.”
EarthFresh launched its idea a year ago at Sobeys stores in Ontario under the Green Giant label.
They recently relaunched them under their own label in brightly-colored 5-pound poly bags made of metallized plastic.
“It’s a new material from a Canadian company that uses light-blocking technology,” Cutaia said.
“It helps protect potatoes from greening and extends the shelf life up to 21 days, which is great for retailers.”
The bag colors are based on a system being used in the United Kingdom and New Zealand.
Green is for boiling, blue is for mashing, red is for baking, and yellow is for roasting, she said.
The bags are available in Sobeys in Ontario and Atlantic Canada, and Cutaia said there are plans to eventually take them across the country.
EarthFresh, the Canadian arm of Idaho Falls, Idaho-based Potandon Produce LLC, is developing a metallized black Klondike rose potato bag for another Canadian retailer.
“Potatoes have a lot of competition, like quinoa, pasta and rice, so they really have to fight for a spot on the plate,” Cutaia said.
“We’re trying to come up with innovative products and ideas, such as the usage program, to educate customers and their customers, offer healthy recipes and remind people how nutritious potatoes are.”


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