By offering expanded flavors and types and how to use them, the food industry provides choices in categories that used to offer “all-purpose” products. Think about it. The apple category used to be Red Delicious, Golden Delicious, and Granny Smith. Lettuce used to be Iceberg, Leaf, and Romaine.
Something GREAT is happening. Consumers are asking for more choices in response to the media and foodservice surrounding them.
What does this have to do with potatoes? By highlighting popular uses for each basic type of potato, we now have the opportunity to grow the potato category and increase sales.
In 2010, the USPB Consumer Segmentation Study discovered that when the primary potato shopper used more potato types, she also consumed and purchased more often. We also learned that if our target consumer is offered usage ideas and recipes that help dispel the mystery surrounding potato types with which she is unfamiliar, she is much more likely to expand the selection of potatoes in her pantry.
With this insight, the vision of describing and enjoying all seven main types offered: russets, reds, whites, yellows, fingerlings, purples, and petites became clear.
Click to link to Potato Types. Each potato type has a description explaining its qualities and attributes that make it optimal for certain uses. Alternate ways to use the type are also included to give flexibility and a range of utilities. We also included descriptive copy of each type to explain each to your shoppers perfectly.
With greater awareness, understanding, and support of potato types, everyone is a winner!