Represented in early growing area in the U.S. and Canada, Potandon is the largest North American fresh potato
supplier, Wheeler said.
The big picture is not selling a commodity but a meal solution, he said.
Ralph Schwartz, director of value-added marketing and category management for Potandon, said growing demand in what has been for 10 years a declining potato category means drawing consumers to new varieties that offer color and taste and value-added potatoes that offer convenience.
He said that represents a shift toward consumer based marketing.
The firm, which accounts for about 40,000 acres in Idaho, is promoting its offering to consumers at www.klondikebrands.com.
South Wind Farms offers fingerling variety
The fingerling potato crop looks to be high quality this year at South Wind Farms, Rupert, Idaho, said Jerry Tominaga, president.
The company exclusively grows fingerling varieties in south central Idaho. As a state, Idaho may grow about 3,000 acres of fingerling varieties, he said.
A fingerling is a long, narrow potato. The firm grows Russian bananas, French fingerling, ruby crescent, ozette and other fingerling varieties.
Harvest begins the first of August and was expected to be done by Oct. 10.
“We’re hoping to supply into June and source from other areas when we run out,” he said.
The firm features a retail bag of a pound and a half that is packed in a 12-count master carton.
The firm also offers 10-pound, 20-pound and 50-pound box and 2,000 pound totes.
New label is on the way for Sun-Glo of Idaho
Sun-Glo of Idaho Inc., Sugar City, Idaho, plans to unveil a new label for its potatoes this fall, said Bruce Crapo, owner and chief financial officer for the company.
The redesigned line of Microwave in Bag red and gold potatoes provide clear messaging to consumers, said Bob Meek, chief executive officer of Wada Farms Marketing Group LLC, Idaho Falls, Idaho.
The 1-pound microwaveable steam bag features large letters of Microwave in Bag! on either red or yellow bags.
“Most people take just 5 to 10 seconds to reach down and grab an item, and the Microwave in Bag message is straightforward and hard to confuse what it is,” he said.
Wada Farms also is featuring a new logo that it plans to introduce first at the consumer level and then to all uses of the company logo.
The logo has a red field with Wada Farms in white, with a green leaf in the middle of the logo, emphasizing the company’s work on sustainability.
By National Editor Tom Karst