Potatoes USA offering potato marketing resources to IGA members

Potatoes, a staple in many homes, are a key grocery basket-builder with a $90.50 average basket with potatoes versus $47.47 without the vegetable, according to an IRI product affinity study. And with 80% of U.S. consumers reaching for potatoes weekly at the store, grocers can grow baskets by featuring the popular produce in their summer marketing, Potatoes USA said in a news release.

The Independent Grocers Alliance and Potatoes USA have partnered to help independent grocers capitalize on the crop craze, as potatoes account for over 10% of all vegetable sales, the release said.

Potatoes USA, the national marketing and promotion board representing U.S. potato growers and importers, says it can help IGA members to grow their market share and store sales through integrated programs, as well as insights and assets.

"As our Red Oval Partnership grows, we are working to build a world-class group of organizations dedicated to growing the fresh category for shoppers. Potatoes USA exemplifies IGA’s dedication to the IGA brand promise of ‘Local Equals Fresh’ through their support of the potato category. We are excited to welcome Potatoes USA,” said Michael La Kier, IGA vice president for brand development.

By partnering with independent grocers within the alliance, Potatoes USA says it can implement and test targeted strategies to elevate the potato category, thereby driving demand and increasing sales in retail grocery outlets. At the same time, independent grocers will gain access to resources, shopper insights and potato merchandising best practices to help them better meet consumer needs and preferences, the release said.