Potatoes USA Kayla Dome Discusses Campaigns to Help Retailers Increase Dollars
DENVER, CO - Potatoes are a staple category found in every produce aisle, so how do you revamp and boost sales on something as consistent in the American diet as potatoes? Potatoes USA has materials to help retailers further drive the spud category.
Kayla Dome, Marketing Manager, Potatoes USA’s Retail Program, tells me that as the company kicks off the fall season, it's taking aim at athletes and health-focused foodies.
“When potatoes are in the basket, consumers spend an average of $79.49. For comparison, when potatoes are not in the basket, consumers spend $42.60,” Kayla shares, providing hard numbers to argue with.
To help bring in those heavy baskets, Potatoes USA is launching a series of campaigns throughout the fall utilizing multiple media platforms to encourage sports men and women of all ages, as well as natural food-seeking consumers, to swap spuds into their get fit diet.
“The media will be in the forms of e-Blast, sponsored e-Newsletters, and print ads. The whole campaign is centered around the idea that potatoes are great fuel for athletic performance, so we will be promoting that message to help retailers increase sales,” Kayla shares.
Side by side with point-of-sale materials designed to help the buy-side make more money in the potato category, as well as increase store revenue overall, the company is supporting retailers throughout the year in a campaign that looks more comparable to an athletic apparel company than to the typical comfort food marketing strategies you might be used to seeing.
We may be entering the holidays, when potatoes are a known staple of several traditional and modern dishes, but Kayla assures me that the root veg has potential to hold a strong place in post-celebratory resolutions as well.
"Potatoes answer the needs for increasing nutrition-awareness, perfect for any sports season, while still bringing that delicious flavor we all love," she says. "Because potatoes are so versatile and can pair well with protein or carry the center-of-plate vegetable-forward meal, consumers seek out potatoes as a key to their meals throughout the year."
For all the latest news produce-wise as we get into the final months of 2019, continue to follow AndNowUKnow.