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Whats News


... the Truth' recipe and nutrition. brochure ... French Onion Potatoes and Chicken convenience recipe was used by Jewel, a ... All 'Convenientized' Potato Recipes ... – PowerPoint PPT presentation

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Title: Whats News

Whats News?
First Quarter FY2009
New Industry Nutrition Campaign
Potatoes…Goodness Unearthed
Highly tested USPB print ads ran in the September
and October issues of Cooking Light, Redbook,
Southern Living, Taste of Home, Weight Watchers,
Parents, Family Circle and Womans Day magazines
delivering the campaign and core nutrition
message to our target audience women with
children at home.
  • The USPB Nutrition Program goal is to keep the
    good nutrition of potatoes in front of consumers.
    Research continues to say this is the most
    effective message for motivating consumers to
    enjoy more potatoes.
  • A publicity blitz, launched in conjunction with
    the Peel
  • Back the Truth ads September 2008 appearance
  • national magazines, included
  • --Comprehensive press kits to national and
  • media
  • --A Peel Back the Truth recipe and
  • brochure
  • --Press information to business and food
  • --momsdinnerhelper.com web site and blog
  • --Follow-up communication with key media
  • The 2008 UN-declared International Year of the
    Potato delivered extensive
  • coverage for both the potato goodness message
    and ideas on the many
  • delicious ways potatoes are prepared around the

Nutrition cont.
  • An ongoing outreach program to Registered
    Dietitians and other
  • nutrition/health professionals, as this group
    has high credibility with the media
  • and consumers. USPB regularly sends potato
    nutrition information and research
  • updates to this group and is seeing increased
    media coverage with RDs as a
  • result.
  • Partnerships with nutrition coalitions, such as
  • Nutrient Rich Coalition of commodity groups and
  • Latino Nutrition Coalition, keep potatoes in
  • nutrition company and expand the reach of USPB
  • messages.
  • Scientific research with good news about
    potatoes is
  • continually released to media, and independent
  • research is conducted to plug research gaps
  • increase the body of evidence documenting the
  • positive nutritional and health qualities of

  • With the goal of increasing the number of Healthy
    Potato sides and salads in restaurant chains, the
    USPB has held four custom seminars at the
    Culinary Institute of America (CIA) in St.
    Helena, CA.
  • The 52 chefs who have attended these
  • seminars represent 84,000 restaurant units
  • and 71 billion in sales. The USPB provides
  • regular follow up with these chefs to offer
  • assistance in their efforts to develop new
  • potato items. To date 50 percent of previous
  • attendees have added or are testing new
  • potato dishes.
  • The CIA posted concepts from the program
  • on its Pro Chef web site www.ciaprochef.com
  • to increase awareness of these innovative
  • The foodservice program also includes continuing
    publicity in foodservice media
  • and attendance at key chef conventions.

Foodservice cont.
  • The second potato innovation brochure, using the
    best ideas and techniques of
  • the seminars, is complete. Visit
    www.potatogoodness.com and click on
  • foodservice to view.
  • Preparation is underway to showcase potatoes in
    Worlds of Flavors
  • Mediterranean and Latin Flavors events.

International Marketing Overview
  • Record exports
  • Expanding programs
  • Increased market access
  • All potato products covered frozen, dehy,
    table-stock, chip-stock seed

US Potato Exports
Frozen International
The USPB is working to expand the sale of frozen
potato products through new products and
channels, and establishing US fries as the
standard in developing markets. Demand is also
being built through the inclusion of frozen
potatoes into local cuisines and the delivery of
a positive nutrition message for potatoes in all
  • Recent Successes
  • Four new channels developed
  • Three new retailers carrying US product

Frozen International cont.
  • Six restaurant chains switching to US
  • One new importer/distributor handling US
  • Six new menu items
  • 100 chains received training

Dehydrated International
The USPB is increasing demand of US dehy in
international markets through general education
of the foreign trade and technical training.
Additionally, considerable time is devoted to
increasing use of dehy in US government funded
international food aid settings.
  • Recent Successes
  • New products made with US dehy
  • Four in Japan
  • Four in Mexico
  • 25 new products under development

Dehydrated International cont.
  • One new retail product
  • Two new menu items
  • Three trade shows
  • 21 technical meetings conducted
  • One new importer/distributor

Table-Stock International
The USPB works to increase the export of fresh
table-stock potatoes through efforts to open
foreign markets. In markets where the US can
ship, such as Hong Kong, Malaysia and Singapore,
consumers are being taught about the excellent
nutrition from US potatoes and how they can
incorporate them into their diet through uses in
Western, as well as local cuisines.
  • Recent Successes
  • In-store promotions in Hong Kong and Singapore
  • New menu items in Singapore

Table-Stock International cont.
  • TV show in Singapore
  • School program in Hong Kong
  • Press coverage in Mexico

Chip-Stock International
Internationally, the USPB is working to educate
chip manufacturers and build a greater
understanding of US chipping potato varieties,
characteristics and technical requirements.
  • Market access work in Japan, Mexico, China,
    Thailand, Taiwan and elsewhere
  • Samples to foreign processors
  • Reverse trade mission to the US for foreign

Seed International
The USPB seed export program is working to
increase demand for US seed potatoes in world
markets through research, market development and
market access work.
  • Variety trials in the DR, Sri Lanka, Nicaragua
    and Uruguay
  • Market visits
  • New markets

Domestic Marketing Overview
  • The US Potato Industry is huge, competitive and
    diverse but regardless of the
  • segment its consumer driven!! And information
    can support decisions you
  • make in your business.
  • 2nd Quarter 2008 (April-June) Nielsen sales data
    for Fresh, Frozen,
  • Refrigerated, Dehy and Chip is now
    available. Data is by the nine Nielsen
  • regions and by quarter
  • 2nd Quarter 2008 (April-June) Frozen Foodservice
    data is also available
  • Microwaveable Steamable Vegetable category
    analysis was recently completed and
  • distributed
  • The USPB Domestic Marketing Program is designed
    to help the industry understand the
  • consumer and support the industrys ability to
    respond to the changes taking place to
  • reconnect potatoes with todays time-starved
  • Contact Alexandra Grimm at the USPB, 303-369-7783
    or agrimm_at_uspotatoes.com, if youd like to
    receive a copy of these reports

Table-Stock Domestic
  • Increasing demand for fresh potatoes, by
    responding to the consumer, is the goal of the
    Domestic Table-Stock program through Best In
    Class. The implementation of the Best Practices
    programs has produced positive results with all
    USPB retail partners. The program is supported
    with research and two training programs available
    through the USPB to help grower/shippers take
    their accounts to the next level.
  • Making fresh potatoes more convenient for
    todays time-starved consumer will
  • support getting them back on the table.
  • The USPB new products team, Turover-Straus, has
    developed three (3) product
  • concepts that include packaging ideas and
    seasoning packets to make potatoes
  • a turn key side dish. The concepts were
    tested in consumer focus groups with
  • two of the three scoring very highly and moving
    on to retail testing as the next
  • step. A detailed report on the focus group
    results will be sent to the industry in
  • the near future.
  • Fresh shipper updates were distributed to
    deliver the latest information to the
  • fresh industry
  • Contact Alexandra Grimm at the USPB, 303-369-7783
    or agrimm_at_uspotatoes.com to be added to this list
    and receive valuable information for your business

Table-Stock Retail
  • USPB Retail Marketing Program Team solicited
    industry input for shopper
  • marketing concepts to test at retail
    surrounding the Potatoes…Goodness
  • Unearthed campaign. The industry was asked,
    if favorable results are proven,
  • what concepts they would execute with their own
    retail partners.
  • French Onion Potatoes and Chicken convenience
    recipe was used by Jewel, a
  • Midwest retail chain, in a feature circular. 
    All Convenientized Potato Recipes
  • are shared with retailers and offered for use
    with each Retail Outreach
  • presentation.
  • 2 of 10 Retail Outreach Presentations
    completed. The Meijer chain of Grand
  • Rapids, MI, and the Martins chain of South
    Bend, IN, were nominated via
  • supplier outreach. Additional retailers have
    been nominated and appointments
  • are being sought with
  • --Safeway Eastern
  • --Weis Markets
  • --SaveMart
  • --Schnucks

Table-Stock Retail cont.
  • Based on Retail Outreach, a new full Best in
    Class program partner and a new
  • FY09 Fast Track Program partner were gained
  • Revamping all training programs launch of
    program training to coincide with
  • launch of Fast Track accounts in Spring 2009 Q2
    2008 Nielsen data released to
  • industry August 15, 2008 and included in
    September State of the Potato
  • Category Update
  • A Fast-Track partner is now progressing to Phase
  • For details, contact Carroll Graham at
    303-369-7783 or carrollg_at_uspotatoes.com

Chip-Stock Domestic
  • Through a 20-member grower Chip Committee, USPB
    is supporting industry efforts to improve grower
    returns through education, networking, and new
    variety trials and development for consumer
    product improvement.
  • The Chip Committee continued its cold storage
    chipping potato variety testing,
  • stem end research and fast tracking chipping
    varieties with good potential. The
  • committee also continued its investment in
    Zebra Complex studies. All these
  • activities are designed to help chippers
    provide the consumer with a great end
  • product.

Dehydrated Domestic
  • American Institute of Baking (AIB) retained to
    help identify opportunities in
  • high volume bakery applications. Muffin
    research proved that using 7 Ground Standard
    Potato Flake in a muffin dough formulation
  • 25 reduction in fat
  • 7.3 reduction in calories
  • 4.6 reduction in cost per batch
  • 1.5 increase in yield per batch
  • AIB is preparing summary reports and presentation
    documents to be used by dehy processors and USPB
    to present /sell concept

Grower Leadership Initiative
  • Background/Overview
  • The USPB Executive Committee proposes to
    increase the assessment level
  • by 1/2 in order to maintain the value in all
    programs, increasing a growers
  • investment in USPB programs by an estimated
    average 2.00 per acre. If
  • approved by the full USPB Board at the March
    2009 Annual Meeting, then by
  • USDA, the soonest the increase could take
    effect would be January 2010.
  • Proposal of an increase originated from several
    different caucuses which
  • came out of grassroots discussion, reinforcing
    the importance of grower
  • members involvement in this important process.
  • During its 2008 Summer Meeting, the USPB
    Executive Committee
  • collectively recognized the need to sustain the
    momentum of current USPB
  • Programs, which continue to Maximize Return on
    Grower Investment.
  • The domestic and global market strategies to
    increase demand for US
  • potatoes and potato products have been highly
    successful, but industry and
  • economic conditions have eroded the USPBs
    ability to fund the future needs

Grower Leadership Initiative cont.
  • A Foundation of Success
  • USPB Programs have successfully increased the
    demand for US potatoes and potato products in
    both domestic and international markets.
  • Challenges Pressure Program Purchasing Power
  • However, over the last three fiscal years,
    several trends have exerted downward pressure on
    the USPB programs continued ability to sustain
    the industry-recognized high level of return.
  • Acreage decreases, produced by right-sizing
    supply with demand and
  • competition for acres to produce other crops,
    has reduced revenues to the
  • USPB.
  • Higher costs, driven by worldwide inflation,
    have increased the expenses of
  • implementing USPB programs.
  • The weakened US Dollar, in relation to the
    exchange rates of foreign
  • currencies, has reduced the USPBs purchasing
    power in obtaining needed
  • goods and services to operate the International
    Programs in foreign markets.

Grower Leadership Initiative cont.
  • Financing the Future
  • Without an increase, the USPB would have to cut
    investment in vital
  • programs in future years. Cut backs in these
    programs will affect each
  • industry segment, and reduce the ROI and demand
    building results each
  • segment presently enjoys. Prioritizing which
    programs in which industry
  • segments to curtail would be an insurmountable
    challenge, likely to leave
  • many, if not all, industry members with less of
    a return on their investment.
  • With just a 1/2 cent increase in the assessment
    rate, the USPB estimates 1
  • million in additional funding for the FY 2010
    budget could be generated. This
  • revenue would be used in correcting the
    projected shortfall and increasing
  • program investments to maintain their success
  • The USPB obtains 2 of Foreign Agricultural
    Service (FAS) funding for
  • foreign market development with each 1 in USPB
    funding invested in
  • International programs. Compared with other
    commodity programs, the
  • USPBs FAS allocation has increased every year
    for the last 10 years.
  • Foreign market development helps the entire
    potato industry by increasing

Thank You!!
For More Information United States Potato
Board 7555 East Hampden Avenue, Ste. 412 Denver,
CO 80231 303-369-7783 www.uspotatoes.com toconnor_at_
uspotatoes.com david.fraser_at_uspotatoes.com
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