Potatoes represent best value for produce consumers, marketing director says

Despite elevated pricing for potatoes, retailers are learning that potatoes are still the “pound-for-pound” best value in the produce department, says Ross Johnson, international marketing director for the Idaho Potato Commission.

The Consumer Price Index for retail potato prices was up 12% in January compared with January 2022. Likewise, the USDA reported the average advertised price for 5-pound bags of potatoes was $1.96 on Feb. 10, 13% above the $1.74 average the same week last year.

Johnson says promoting potatoes doesn’t require a discounted price.

“Simply moving them out of the back of the department can drive sales and many retailers are not seeing a drop in volume sales despite the higher costs and pricing,” Johnson said.

“Obviously dollars are up across the board, and the only area we are seeing some softness is in the red category as the sales of red potatoes seem to have leveled off," he added

Idaho has a diversified portfolio of potatoes to choose from, and many retailers can consolidate loads out of Idaho by sourcing all of their red, yellow, russet and value-added offerings from one state, Johnson said. 

“That really helps bring down transportation costs and increases efficiencies in distribution centers,” he said.