Page 124 - index

n CPAC ACTIVITIES
A huge increase in Facebook hits and “likes” has proven measurable and yielding successful results for Monte Vista, CO-based Colorado Potato Administra- tive Committee (CPAC). With a ten-fold increase in “likes” and engagement in Facebook during the past year, CPAC’s marketing arm will continue using social media to get its message to consumers, according to Jessica Crowther, marketing administrative assistant for CPAC. A theme that cues in on the importance of potatoes in the diet for better perfor- mance is also being emphasized in the
overall marketing plan. In her efforts to keep the participants engaged, Crowther creates new social media posts at least four times per week. Information ranges from new recipes to news from the potato industry.
The marketing plan will also encom- pass some TV advertising, including 15-second ads that focus on Colorado potatoes’ health benefits. This ties in with “Potatoes USA” (National Potato Promotion Board) and its overall theme “Potatoes Powering Performance.” The campaign has been designed to “show how potatoes can be helpful — not just for the professional athlete but also
Linda Weyers and Jessica Crowther
for the casual athlete,” explains Linda Weyers, CPAC assistant director.
Crowther notes CPAC’s promotions will also center on the concept of “Our farm feeding your family.”
124 / OCTOBER 2018 / PRODUCE BUSINESS