This story was published in the September-October issue of PMG Magazine. To read more, see this digital version.
Retailers may need to be more flexible this early fall season on the size, region and variety of potatoes they’re willing to accept from suppliers. Western fires, bad weather and processors offering double the normal price means an extension of the typical August-September gap between dwindling Idaho potato availability and arrival of the new crop.
But diversity sells anyway.
Retailers with diverse potato sets not only sell more potatoes, but also get a higher everyday price for potatoes, according to IRI research conducted for Potatoes USA’s Retail Toolkit.
Potatoes USA, the marketing organization for 2,500 potato-farming families in the U.S., provides tips to retailers on how to best market and display potatoes.
Potatoes are the No. 1 volume-driven vegetable at retail, and there are more than 200 varieties of potato sold throughout the U.S., according to Potatoes USA.
Each variety fits into one of seven potato types:
- Russets and reds are traditional mainstays, the base of the fresh potato category, commonly known and regularly purchased by shoppers.
- Whites and yellows are key options that are commonly known but not purchased as frequently.
- Petite and medley, a mix of tiny potatoes, are growth-drivers that are growing significantly in percentage sales. While the overall percentage is increasing, they still comprise a small portion of overall retail potato sales.
- Purples, fingerling and other potatoes are up-and-comers, growing in percentage sales.
More diversity in smaller pack sizes and value-added potato stock-keeping units add incremental growth to potato sales, according to Potatoes USA. Incremental potato SKUs are options on the shelf that add additional value to the category. These potatoes don’t take away from traditional mainstays and key options but add additional sales for retailers.
Learn more: Potatoes, the commodity
Traditional mainstays sell well in bulk and large-to-medium packaging, while growth drivers and up-and-comers do much better in small packages.
Promotional opportunities in September and October include quick-and-easy dinners, fall sports, Halloween and baseball playoffs. Play with themes of simple, hearty meals as the weather slightly cools, plus finger foods for snacking while watching the game.
You can get shoppers excited about potatoes with recipe cards, cooking demonstrations, easy pairings — through in-store and media messages. Media could include social media, weekly circular ads, online publications and in-store magazines.
Did you know? A total of 84% of consumers know they’re going to buy potatoes before they even get to the store, according to Potatoes USA, so make sure to reach consumers while they’re making their shopping lists.