Potato industry members say it's time to tout nutrition, versatility

Some in the potato industry say they’re concerned about the conversation surrounding the role of potatoes in the Dietary Guidelines for Americans. Specifically, the discussion about whether potatoes should remain a vegetable.

Every five years the USDA and Department of Health and Human Services collaborate to update and release a new dietary recommendation.

National Potato Council CEO Kam Quarles says if potatoes were no longer a vegetable, that decision could have a “massive cascading effect” on the potato industry.

“If they get that wrong, not only does it misinform consumers about the nutrient value of potatoes, it can trickle down,” he says. “It certainly would provide a huge impact on this industry and all of those resources that have been built through things like the farm bill that go to specialty crops. If you reclassify potatoes out of the specialty crop [category], out of the vegetable category, we’re no longer eligible for programs we built like the [Specialty Crop] Block Grant Program and specialty crop research and all these other things.”

Kelly Turner, executive director of the Michigan Potato Industry Commission, says the conversation around potatoes’ role in a diet is a great opportunity for marketers to discuss nutritional benefits.

“It’s a significant source of potassium and vitamins, including vitamin C. It’s a good source of plant-based protein,” Turner said. “People don’t realize that a medium-sized potato has 3 grams of protein.”

And while millennials and Generation Z shoppers may look to low-carb options, Turner said potatoes fit well in vegan, vegetarian, whole-food and plant-based diets. Marketers can help shoppers understand the differences between complex carbohydrates and simple sugars.

“Yes, potatoes are a root vegetable, just like sweetpotatoes, carrots, parsnips, onions,” she said. “All of those do come with carbs, but it’s important to remember, however, that complex carbohydrates, like what you find in fruits and vegetables, whole grains and legumes, are quite different from simple carbs. Helping people understand those differences and educating them on that is a sweet spot for those who are marketing potatoes.”

Varieties on the move

Ross Johnson, the vice president of retail and international for the Idaho Potato Commission, says he has seen a noticeable change in consumers’ shopping trends in the past few years.

“Five years ago, red potatoes were all the rage,” he said. “However, the red category has hit its peak and is plateauing or declining in most areas of the country. Yellow potatoes seem to be resonating with consumers as they continue to climb in importance and popularity.”

Turner, too, said that while yellow potatoes are on the rise in Michigan, there’s also been a growing interest in purple potatoes for chipping. She’s also seen growing interest in alternatives to russet potatoes.

“We’re seeing a bit of a resurgence of people looking for round white varieties because they prefer the taste of those over some of the russets that are out there,” she said.

Turner said Michigan looks to market its fresh potatoes for use in Latin, Asian and Middle Eastern dishes.

“Michigan is actually home to more than 650,000 people who were born outside of the U.S., and a vast majority of those were born in Asia or Latin American regions where potatoes are not nearly as available as they are here, but they also really aren’t utilized in their traditional cuisines,” she said.

Digital and print marketing assets feature nutritional information about potatoes and how to use potatoes in Middle Eastern, Asian or Latin dishes. Turner said those flavor profiles are also popular with Gen Z and millennials, which can also help bolster interest in potatoes.

Increased exposure

Quarles says a big focus for the National Potato Council is increased market access for potato exports, which is a vital step in the marketing of potatoes.

“If you don’t have access to your market, then you don’t have anything to sell,” he said. “You don’t have anything to promote.”

Market access in Mexico, for example, is a big success, he said.

“There are consumers in Mexico who really like our product,” Quarles said. “We really can build a market in the entirety of that country. And those partnerships, hopefully, are going to yield what we thought was initially going to be about $100 million a year market, and we can see a path to getting there.”

A significant focus for NPC now is securing access to export fresh potatoes to Japan, he said.

Marketing magic

Johnson says sales promotion directors at the Idaho Potato Commission work with retailers to properly merchandise stores to maximize potato sales.

“We’ve seen all kinds of attempts at this over the years,” he said. “Our promotion directors have the experience to walk into any retailer and help them achieve their targeted goals for the potato category. We look at each market individually and we have Nielsen data that allows us to look at sales trends.”

IPC also hosts a merchandising contest during February in conjunction with Potato Lover’s Month, which Johnson said is popular. IPC awards three grand prizes a year.

“When the contest is judged and finalized, the Idaho Potato Commission will have awarded over $150,000 in prizes to our front-line grocery workers,” he said. “We love giving back to the front lines of our industry and showing our appreciation for the hard work they do.”

Turner said, thanks to a Specialty Crop Block Grant, the Michigan Potato Industry Commission created a social media marketing campaign to reach Gen Z and millennials. This centered around pop star Taylor Swift’s two-day Eras Tour stops in Detroit in June 2023.

“We had singing potatoes and potatoes singing her songs,” she said. “We had graphics all around the area where the show was including, gas station ads and different things.”

Turner said it’s a good lesson for potato marketers trying to reach new or underutilized markets: Tap into what’s going on in pop culture to help create buzz.

“When it comes to marketing, potatoes are fun,” she said. “People are drawn to potatoes. So, as long as we can continue to get the information out about the nutritional value of potatoes, I think that’s the low-hanging fruit for us right now.”