Potatoes USA's new campaign revolves around potatoes as fuel for athletic performance. ( Photo courtesy Potatoes USA )

Denver-based Potatoes USA is kicking into high gear with a new campaign strategy tied to athletic performance.

The group worked with members to identify nutrition-related lifestyle benefits of potatoes that challenged consumers’ misconceptions, according to a news release.

The new campaign, featuring the question “What are you eating?”, emphasizes that beating your personal best involves what you eat as well as how you train, according to the release.

Potatoes USA’s industry campaign hub features downloadable creative resources, materials for athletic-related events and more related to the campaign, according to the release.

Potatoes USA president and CEO Blair Richardson and the group’s chairman Dan Moss are also featured in a video update on how the industry can get involved with the new strategy, according to the release.