Courtesy Potandon Produce LLCA multi-media ad campaign supports Potandon’s fund-raising efforts for breast cancer research.The beginning of the 2013 Idaho potato harvest coincided with the beginning of the third year Potandon Produce LLC is using its potatoes to raise money for breast cancer research and education.
The cancer awareness campaign runs through Oct. 31 and will be a featured theme at Potandon’s booth Oct. 19-20 at the Produce Marketing Association’s Fresh Summit in New Orleans, said Barbara Keckler, marketing supervisor for the Idaho Falls, Idaho-based company.
Two of Potandon’s proprietary potato varieties, Klondike Rose and Klondike Goldust, will be available in special pink packaging during the promotion, which includes all of Breast Cancer Awareness Month.
Potandon will make a donation to the National Breast Cancer Foundation for every package of the special-label potatoes that consumers buy. The produce company will also make a donation to the foundation for every new consumer account set up at klondikebrands.com during the campaign.
Keckler said the company plans to use a full array of media to support the campaign for retailers and their customers. Potandon has arranged advertisements about the breast cancer fundraising campaign in a variety of trade publications and an e-marketing blitz for consumers, Keckler said.
Potandon’s chief operating officer Steve Ottum cited statistics from the National Breast Cancer Foundation in a news release to launch the campaign. According to the foundation, breast cancer is the second most common type of cancer in U.S. women and the second-leading cause of cancer death.
“Given the prevalence of breast cancer among U.S. women, we feel that promoting breast cancer awareness with our products is incredibly important. The more we can spread the word, the more lives can potentially be saved,” Ottum said in the release.