The ads seek to achieve that through recipes that offer new uses, are quick and easy and play up the vegetable’s fresh and natural qualities. The ads appear in magazines and on top of recipe websites.
“We make sure the messaging is integrated and consistent,” consultant Kris Caputo-Hurley said. “Linda will use the phone to search for recipe ideas. So we’re making sure the message shows up when people search online for dinner and side ideas.”
On the retail side, the board offers recipe cards and information about potato varieties.
“We don’t want Linda to stop using one kind of potato, but to add in other kinds,” said Don Ladhoff, a retail consultant to the board. “When people buy more varieties, their annual total consumption goes up.”
The board’s co-chairs of international marketing, Ritchey Toevs and Rob Davis, told attendees the greatest consumption growth is projected in Asia and Africa. Table stock potatoes sales are growing in Mexico, and the board also has its sights set on Central and South America.
The board’s international marketing group saw several achievements in 2012, international marketing manager Sarah Reece said.
The first shipments of table-stock potatoes entered Vietnam, Panama granted access to Oregon taters, and several sheds and fields were approved for shipments of chip-stock potatoes to Japan, which potentially could open the door for fresh potatoes.
Reece cited retail promos as a driver of international sales.
The board’s strategies included 32 retail promotions, which Reece said reached more than 7 million customers and grew international sales of fresh potatoes by more than 200% in 2012.