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PACKAGING, BRANDING DRAW BUYER INTEREST
While private labeling continues to gain a greater market share, shippers in the San Luis Valley maintain recognition of their brands and packaging quality are points that set them apart from their competition. Aspen Produce features a label, which also emphasizes its appealing Colorado location. “I believe that smaller name brands will continue to emerge, similar to micro-breweries, for example,” explains Jed Ellithorpe, Aspen Produce co-owner. “We are a micro-shed. We’re smaller, but more special,” says Ellithorpe, adding, “We found that local branding does increase buying loyalty.”
Rick Ellithorpe uses Aspen Produce’s carton as an example. “We take our ‘Aspen’ logo very seriously. e ‘Aspen’ box is a little heavier cardboard, so it doesn’t move around as much on the pallet and is intact on arrival,” he explains. “ ere are customers that call us rst when they want the best-quality cartons. We are also very careful about the accurate spud count within the cartons.”
As quality demand increases, interest in a variety of packaging sizes mirrors that trend. Jed Ellithorpe is seeing an increase in popu-
Les Alderete is general manager at Skyline Potato Company
larity of 5-pound packages, which some prefer more than the traditional, 10-pound option for Russets.
Skyline Potato’s Alderete agrees, predicting potato packaging options in the smaller sizes will persist in gaining popu- larity. He notes the shrink of packaging sizes coincides with the shifting buying habits of consumers — especially the “millennials,”
whom he claims are opting for more conve- nience and are not buying the larger bags of potatoes. “You’ll see more of the smaller pack- aging — the 3- and 5-pound sizes — and smaller–sized potatoes.
“We are exible and do whatever we can to meet our customers’ needs.” Alderete adds, “We also have a good following in Mexico and do a lot of custom packaging for customers there.”
Mexico is a major market for Colorado potatoes, which is limited to the 26-kilo- meter bu er zone at the border. e e orts to expand shipments beyond that bu er zone have been tied up in the courts for several years through lawsuits from the national potato-growing organization in Mexico.
Whether conventional or organic, in small consumer packs or in bulk, Colorado potatoes remain favorites among buyers — both locally and regionally. Ray Keegan, of Denver-based American Produce Co., services both food- service and retail accounts. “Colorado pota- toes are the best answer for my customers. ey are fresher, they have more avor and variety, and they are convenient and econom- ical.” pb
120 / OCTOBER 2018 / PRODUCE BUSINESS