Growers adopt tactic: selling based on use

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

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.



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