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However, there is usually something a bit more to these products.
“A ‘value-added potato’ product provides some bene t to the consumer that purchasing raw potatoes wouldn’t o er,” explains Natasha Lichty, brand and marketing director for Love Beets USA, LLC, in Bala Cynwyd, PA. “Whether it’s that they’re pre-cooked, come with a avor packet, are already seasoned, or have a shorter cook time, value-added potato items make consuming potatoes easier and more convenient for consumers.”
e best- and longest-selling type of value- added potato product is a pre-washed, whole, B-sized potato in a 1 to 1.5-pound micro- wavable bag. An example of this is the Side Delights Steamables, introduced eight years ago by Fresh Solutions Network, a group of family-owned potato growers and shippers with its marketing arm based in San Fran- cisco. e eight-item line includes Russet, red, golden, purple and ngerling potatoes. e appeal is a shortened cooking time to either eat as is, with a dash of salt and pepper, or incorporate into another dish.
Washed, wrapped and ready-to-cook russets are also one of the rst value-added potato products, and still a steady seller. However, the focal point of newer products has swung to small-sized potatoes.
“Smaller potatoes have grown more than 30 percent, according to IRI,” says Michael Castagnetto, vice president of sourcing for Robinson Fresh, based in Eden Prairie, MN. “ e two big reasons for this growth are better avor and shorter cook time. Small potatoes are becoming the darling of the category because of the avor.”
Ditto, smaller-sized packaging is becoming a larger part of the product mix.
“We’ve reformulated our Microwave in Bag product by size to 1.25-pounds or 20-ounces,” says Kevin Stanger, president of the Wada Farms Marketing Group, Inc., in Idaho Falls, ID. “It’s the right size for a family meal, serving up to 4 people, and priced competitively.”
Smaller pack sizes can help reduce shrink volume and dollars, according to RPE’s Wysocki. “Often, value-added potatoes are not fast-turning items like other potatoes. On average, the most successful micro tray product in the market sells six to nine units per week. However, smaller packs can mean more trans- portation costs so it behooves retailers to iden- tify ways to consolidate supplier orders.”
Flavorings are a big element of some of the newest value-added potato products.
“We carry three avors, including a Parmesan and Garlic, that do well,” says Terry
42 / FEBRUARY 2019 / PRODUCE BUSINESS