With more than 20 years at Buxton, N.D.-based NoKota Packers Inc., the past six as president and CEO, you might say Carissa Olsen is a subject matter expert in potatoes.
And it seems that getting the word out about Red River Valley potatoes and meeting consumers’ needs is a priority for Olsen and for NoKota Packers, whether through the company itself and its social media programs or through retailers or foodservice operators.
“Social media has become a great way for us to take consumers behind the scenes,” Olsen says. “Rather than only showing them the finished bag, we’re showing the entire journey — our growers, planting, crop progress, harvest, storage, washing, packing and the people who make it all happen.”
The company also emphasizes consumer education by sharing potato nutrition information, recipes, preparation ideas, fun potato facts and explaining why things are done in a certain way, she says.
“We want consumers to understand that potatoes are affordable, nutritious and incredibly versatile,” Olsen says.
The company’s Perfectly Good Imperfect Potatoes program is a way NoKota Packers connects with the local community and even starts a conversation about food waste and the reality that good produce doesn’t always have to look perfect, she says.
In-Store Initiative
Consumer education is a must at retail as well.
Olsen says she encourages retailers not only to merchandise red and yellow potatoes together but also to provide some education about how consumers can use them.
“Many shoppers don’t necessarily understand the differences among potato varieties,” she says.
Cross-merchandising also helps consumers make a connection between seeing a potato and deciding what’s for dinner, she says.
That potatoes work with almost everything is one of the category’s greatest strengths, she says.
Steaks, burgers, chicken and other proteins are “natural partners,” she says, and potatoes can be merchandised near meat with foil, seasonings and grilling vegetables during grilling season.
And let shoppers know where their potatoes are coming from.
“Use Red River Valley signage,” Olsen says. “There is something powerful about knowing your food came from family farms in North Dakota and Minnesota.”
And don’t be reluctant to put ideas into consumers’ heads.
“Recipes, QR codes, meal inspiration and simple preparation suggestions can turn a commodity into a meal solution,” Olsen says.
Meeting the Need in Foodservice
Satisfying diners at foodservice takes a different effort. Foodservice isn’t a large portion of NoKota Packers business compared with retail and wholesale, she says, but it’s an important segment that has been on the rise for the past couple of years.
Foodservice tends to be application-driven, she says.
“Consistency in size and quality can be especially important because operators need predictable cooking times, portion sizes and plate presentation,” Olsen says.
Larger pack sizes are generally more practical for foodservice than traditional consumer packs, and size or grade requirements can vary by customer.
“A restaurant, institutional kitchen or distributor isn’t necessarily looking at potatoes the same way a retail shopper is,” she says. “They are thinking about yield, consistency, labor, preparation and cost per serving, so our job is to understand the application and provide the product that works best for it.”
