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additional avors and lm seals. In-store, value- added potatoes aren’t on shopper’s lists yet, so attractive packaging can help with visibility.”
RETAILERS AS MATCHMAKERS
e value-added potato shopper is still evolving and may not be aware these new products are available or may not understand how to use the product, according to RPE’s Wysocki. is o ers an ideal opportunity for retailers to play match maker, matching how consumers today want to make their meals.
“ e biggest challenge facing retailers is not getting too excited about this category,” explains Ross Johnson, marketing director for the Idaho Potato Commission, based in Eagle, ID. “Produce executives need to remember the importance the category drivers play and that value-added options should be an incremental purchase to help drive greater category growth. Being able to properly merchandise the cate- gory to drive sales of both items is a challenge and an opportunity.”
Many retailers are still working on nding the ‘sweet’ spot for where and how to merchandise new value-added products. Overall, grocery stores now sell about nine di erent value-added potato items compared to four items in 2013, according to IRI data as shared by RPE.
Placing new value-added items at the beginning of the potato display can encourage consumers to try new o erings while also strolling down to see old favorites, such as the 5-pound and 10-pound bag of russets, says Christine Lindner, in national sales at Alsum Farms & Produce. “Having a fresh, well-uni- formed and merchandised potato category with point-of-sale recipe ideas, educational signage on storage and preparation of fresh potatoes is key to increasing sales of potatoes at retail.”
Adds Love Beets’ Lichty, “merchandising these products in the value-added vegetable section in produce and next to the raw pota- toes would catch the attention of consumers who are already looking for convenience items and those who might not initially be.”
Products such as the 2017-launched Easy Creations — a 28-ounce, upright handle- topped bag of ready-to-cook baby potatoes with a season packet inside — easily can be merchandised with other ingredients to create a meal kit or meal deal, recommends Derek Peterson, vice president of sales and marketing of Wilcox Fresh, in Rexburg, ID. “Our research told us consumers aren’t afraid to cook but that it can be confusing, and they want cooking to be fun and easy. Easy
Creations are a jumping-o point, a meal starter. We o er recipes that take 10, 15 or 30 minutes to prepare for each of the three avor pro les: Garlic Parsley Parm, Lime yme and Sriracha. e other bene t is the appealing price point. We can get it below $2, while some value-added potato products are double that.”
Since value-added potatoes are generally higher priced than commodity-style prod- ucts, the biggest opportunities to sell more are dependent on knowing shopper demographics.
at said, promotions are important to get consumer trial and ultimately repeat purchase. “ ere are multiple ways to promote: buy one/get one free, ‘two-for’ sales, single-item promos or deep discounts, depending on the goal of the promotion,” says RPE’s. Wysocki. “It may be to drive trial, which might require a deep discount, or it may be to drive margin, thus requiring a smaller discount. e value- added segment of the potato category still is in its infancy and is poised to grow signi cantly
over the next ve years.” pb
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