Potatoes may be considered a stable produce item, but marketing is still important. Potatoes are a highly planned purchase, with 91% of sales intended before a customer entered the store, according to the U.S. Potato Board.
To help drive sales in the store and at home, suppliers seek to connect with consumers’ desire to relate to where their food was grown.
The Washington State Potato Commission is collaborating with other farm groups in the state for the Washington Grown program to highlight the food scene and agricultural industry throughout Washington.
“The over-arching theme of Washington Grown is to help people throughout the state understand the importance agriculture has to Washington. It has also provided the opportunity to help people reconnect with the great bounty of fresh local options found here,” said Ryan Holterhoff, director of marketing and industry affairs for the commission.
“Specifically regarding potatoes in our state, the campaign has allowed us to highlight Washington’s potato growers, local chefs using Washington potatoes and provide recipes to consumers so they can make a variety of dishes at home with Washington potatoes,” Holterhoff said.
“This ‘fresh from the farm’ and ‘locally grown’ idea really resonates with the consumer. Therefore, displaying that message throughout packaging proves effective,” said Hannah Hughes, marketing manager for Market Fresh Produce LLC, Nixa, Mo.