Colorado Potato Administrative Committee focuses on social

Jessica Crowther has been promoted to chief marketing officer with the Monte Vista-based Colorado Potato Administrative Committee, said Jim Ehrlich, executive director.

Crowther has been with the organization since May 2018, Ehrlich said.

“Jessica has brought new energy and ideas to our marketing team,” he said.

This year, the committee plans to focus its marketing messages on social media venues, “with a heavy emphasis on potato nutrition and the excellent carbohydrate energy potatoes provide for both physical and mental health,” Ehrlich said.

The strategy makes sense, since “consumers are really focused on their health and wellness right now, and we will educate them on the healthy nutrition that potatoes can provide for their lifestyles,” he said.

The committee also is expanding its program that targets skiers with nutritional messaging at the Winter Park, Steamboat Springs and Telluride ski resorts in Colorado, Ehrlich said.

Potato performance messaging will be on chair lift screens, lodge foodservice venues, and on their websites, he said.

The committee also is working on a video project that will allow the organization to share a “Colorado potato sustainability message” with consumers, Ehrlich said.

“This video is focused on three area potato growers and how they are adapting to a drier and warmer climate and using our scarce water resources,” he said.