Supporting role of grower-shippers
Just as retailers must embrace the concepts supported by the data in the 2011 shopper study, growers and shippers must help the retailers harness potato power.
Lafhoff said one easy step that growers and shippers can implement almost instantly is better use of packaging. Blank space on bags and labels can be replaced with meal plans or recipes to spur shoppers to serve potatoes more often and buy other meal components from the center store.
Thomson also encouraged growers and shippers to share highlights from the shopper study with their retail customers. A summary of the study is available on the U.S. Potato Board’s website at www.uspotatoes.com.
Ladhoff said grower-shippers need to make two major shifts: switch from a production focus to a consumer focus, and move from being a vendor to being a partner in relationships with retailers.
“If all I’m concerned about (as a grower-shipper) is cost, I’m not doing as much with packaging, in-store demos and POS materials as I should be,” Ladhoff said.
At the expo
- Research summary: “Fresh Potatoes in Today’s Market Place – Attitudes and Purchasing Trends”
- Who: Kate Thomson, research manager for Sterling Rice Group
- When: 10 a.m. to noon, Jan. 5
- Where: 2012 Potato Expo, Orlando, Fla.