The express-bake organic potato is one of the newest products for Farm Fresh Direct. The company showcased it at the Global Organic Produce Expo, which is presented by The Packer and parent company Farm Journal. ( Ashley Nickle )

HOLLYWOOD, Fla. —  Farm Fresh Direct featured its organic "Express Bake PotatOH!" at the inaugural Global Organic Produce Expo Jan. 27.

The Monte Vista, Colo.-based company actually launched the product a couple of years ago, but the market was not quite ready, said Lonnie Gillespie, director of organic sales and marketing. With its re-release in September, however, there has been solid interest.

“There’s some real positive feedback on them,” Gillespie said. “Everyone wants organic and convenience, and that’s both.”

The potato is pre-washed and can be cooked in its wrap in a microwave in 6-7 minutes, according to its label.

In addition to highlighting the express-bake item, Farm Fresh Direct spoke with expo attendees about its value proposition.

“We source, grow, pack, ship out of the same area, so customers are able to fill trucks with organics and conventionals and specialties out of the same area, so it’s a huge cost advantage,” said vice president Dave Yeager.