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36 POTATO GROWER | SEPTEMBER 2016 36 POTATO GROWER | SEPTEMBER 2016 Foodservice means big business for potatoes, accounting for 56 percent of all U.S. potato volume sales. It's interesting to note that fresh potato sales in foodservice are nearly as large as they are at retail, but frozen still dominates the sector, accounting for 61 percent of potatoes sold at foodservice. In 2016 research and consulting firm Technomic Inc. projects the foodservice sector to grow 2.4 percent, providing tremendous opportunity for potatoes. To capture opportunity, however, it is essential that the potato industry has a deep understanding of the foodservice sector. To that end, a comprehensive study into foodservice attitudes and usage was commissioned by Potatoes USA to accomplish the following: • Gauge foodservice professionals' perceptions and current uses of potatoes; • Understand the innovation process to effectively motivate and influence the sector; • Determine the most motivating and influential tactics to inspire foodservice professionals to use potatoes more frequently and in new ways. POTATOES AND FOODSERVICE Driven by consumer demand Potatoes USA By Kim Breshears Marketing Programs Director It is essential that the potato industry has a deep understanding of the foodservice sector. The research study uncovered many useful and actionable insights, including this: Consumer demand and perceived affordability has driven the increase in potato use in new dishes over the past two years. When pushed to identify the single biggest reason for including potatoes on the menu, foodservice professionals cited "consumer demand" above all other factors What drives foodservice operators' menu decisions? Taste appeal and value are factors that rate of high importance in the menu decision process; potatoes received high marks in these categories. Consumer demand for high-quality, fresh foods has operators preparing menu items on-site more frequently than before. Where do potatoes have opportunity at foodservice? Potatoes have been a staple on the plate for generations. While still very popular, potatoes are not perceived as being "on-trend." Featuring new flavor combinations, global appeal and new preparation techniques provide ways to offset these perceptions. Operators indicated that touting potatoes' ability to deliver on "freshness" positively impacts quality perceptions and helps to counteract potential health concerns. Where do foodservice professionals find inspiration for their menu? The short answer is, "Everywhere." They also cited consumer magazines and websites, trade shows, in-person meetings with suppliers, trade journals and cookbooks as their primary sources. The 2016 Foodservice Attitudes and Usage study was comprised of numerous one-on-one interviews with key influencers, as well as a large-sample online quantitative survey that reached foodservice professionals across a wide variety of establishments, from quick- service to upscale dining, both chain and independent. To ensure a comprehensive understanding of the primary menu influences in foodservice, the study focused on chefs as well as personnel in operations, management, marketing and purchasing. This was done to Hammer-Lok Steel Building Systems — 1-844-203-4565 — www.hammer-lok.com Follow us on Facebook! 161276HamLok16h.indd 1 7/19/16 11:41 AM • Variable rate fumigation for nematodes and diseases • Variable rate fertilization • Soils • Nematodes • DNA • Consulting • GAP • All viruses • Tissue • Irrigation Scheduling www.westernlaboratories.com 800-658-3858 WESTERN LABORATORIES 140539WesLab16h.indd 1 5/30/14 11:35 AM