Potato Grower

www.potatogrower.com 41 Survey Says… Americans say potatoes are favorite vegetable IDAHO POTATO COMMISSION by Frank Muir, President Five years ago the Idaho Potato Commission (IPC) worked with an out- side research company to get a pulse on consumers' attitudes toward potatoes. The major finding: Potatoes are Americans' favorite vegetable. But is that statement still true today? In January 2014, the IPC conducted a similar survey to make sure attitudes hadn't shifted…and they haven't. In fact, the results came back stronger than ever. The survey revealed that 97 percent of Americans eat potatoes and more than 81 percent enjoy them as a side dish, snack or main course on average of three days per week, up from two times per week in 2009. This survey is just one tool we use to make sure our marketing programs, which are designed to increase potato consump- tion nationwide, are working. From our national advertising campaign that features the Great Big Idaho Potato Truck, to a year- round consumer public relations campaign, to building a significant presence on the popular social media channels, we are pleased to see our efforts working. Following are the other eye-opening survey results: There's no doubt we live in a tater nation. Ninety-seven percent of Americans eat potatoes. Over four in five (81 percent) sit down with a plate of potatoes once a week. More men than women (84 vs. 78 per- cent) eat potatoes once a week. Midwesterners are more likely than those in other regions of the country to eat potatoes at least once a week (88 vs. 78 percent). PASS THE POTATOES, PLEASE Americans eat potatoes as a side dish, snack or main course on average of three days per week. This figure has increased by more than one day per week on average since 2009. POPULAR PREPARATIONS Americans like convenience and it's evi- dent in their favorite ways to eat potatoes. • Baked (29 percent) • Mashed (25 percent) • French fries (17 percent) • Hash browns (9 percent) • Potato chips (5 percent) Interestingly, baked potatoes are favored more by those who are 45 and older than 18- to 44-year-olds (36 vs. 23 percent). However, more 18- to 44-year- olds than those 45 and older prefer french fries (21 vs. 12 percent). CRAVINGS When Americans were asked which vegetable they crave most, potatoes were the clear winner. Nearly one quarter (24 percent) of Americans chose spuds, fol- lowed by leafy greens such as lettuce, kale or spinach (20 per ent), broccoli (14% per- cent), tomatoes (13 percent) and corn (11 percent). WHEN I SAY POTATO… YOU SAY IDAHO Despite the growing "buy local" move- ment, 72 percent of Americans would eat Idaho potatoes over potatoes from other states. The top five reasons include: taste better (59 percent), are available year-round (38 percent), are grown in ideal conditions (38 percent), are healthier (33 percent) and are fluffier when baked (28 percent). The survey results certainly help us understand peoples' perceptions of pota- toes, but they also serve as a great mar- keting tool for us. The results have been distributed to the media, promoted on www.idahopotato.com, through the IPC's social media channels, and will be used to enhance other initiatives throughout the year to better help us demonstrate the strength of the brand. PG

• Cover