Potato Grower

FROM THE BOARD Dan Ladhoff, USPB Retail Marketing Consultant Judging the Book Helping shoppers recognize potato quality DURING A RECENT MEETING with a national grocer, I heard a familiar lament—"We spec higher- quality potatoes than our competi- tors do, but our shoppers don't give us credit for it." In other words, shoppers aren't able to recognize quality in fresh potatoes. This is a long-standing challenge we face in our category and one that stands in the way of commanding higher prices for better-quality goods. But we can take a big step toward overcom- ing this barrier by following a three-pronged strategy. Consumer/Shopper Education – Communicating to shoppers what quality pota- toes look like, feel like and even smell like helps ensure they are avoiding purchases that might deliver a less-than-satisfactory potato-eating experience once at home. In addition, educat- ing shoppers on how to recog- nize quality helps them select the best choices on the potato table, and reward retailers who are stocking higher- quality potatoes with more business—all of which means more demand for better-quali- ty potatoes and, hence, stronger prices. In that same department, however, I only have to look over at other sections—like packaged salads—to see first-quality packaging materials with high-resolution images printed in full color. Consider investing a few pennies more in your packaging so your retail customer might be able to command 50 cents more for that package from their shoppers. Produce Associate Training – Another barrier to communicating potato quality is often that the person- nel stocking the potato table don't rec- ognize it either! (If you don't believe me, just ask them…. I do on a regular basis, and have heard some amazing respons- es.) Shoppers expect the store's butcher to help them select a good cut of beef, just as they similarly expect an associate in the produce section to be able to help them identify the best potatoes. Assisting your retail customers with exactly the opposite way when shopping? If you see tuna that comes in a pouch, you believe it must be better "Shoppers expect the store's butcher to help them select a good cut of beef, just as they similarly expect an associate in the produce section to be able to help them identify the best potatoes." How to accomplish this? By communi- cating more information through all the tools at your (and your customer's) dispos- al—potato packaging, in-store signage, ad circulars and digital destinations. Why not consider creating brief, engaging videos on potato quality and linking them to QR codes on your own packaging? Higher Quality Packaging – It may be an old saying, "You can't judge a book by its cover," but how often have you behaved in quality than tuna packed in a can, right? (StarKist certainly believes you think that way… just check the pricing on these two different packaging formats.) Shoppers view the packaging for fresh potatoes as a strong indication of the qual- ity of the product inside. I often find myself surveying in stores run by first-tier retail operators, and marveling that they are stocking potatoes with the least expensive (i.e. lowest-quality) packaging imaginable. 30 Potato Grower | 40th ANNIVERSARY ISSUE 2012 training their associates on better under- standing potatoes and arming them with answers to shoppers' most frequently asked questions not only improves per- ceptions of that chain's produce depart- ment, but gives their shoppers more con- fidence in their potato purchases. Ultimately, helping shoppers recognize the quality of the potatoes you grow is a vital step toward enhancing the apprecia- tion consumers have for potatoes, increas- ing their consumption and, ultimately, elevating the value of your crops. Want more suggestions? Contact the USPB's Retail Program Consultant, Don Ladhoff, at don.ladhoff@ uspotatoes.com. Visit the USPB Domestic Marketing Retail Marketing program online. PG Ladhoff was most recently the President of BrandForce, a full-service marketing agency he founded in 2008 that assisted clients including Butterball, Chiquita and T-Mobile. Prior to BrandForce, he was the Vice President of Client Solutions at Seismicom from 2006–2008, working with brands such as Nestle, Fresh Express and Challenge Dairy. Ladhoff lives in Michigan with his wife, Mary, and three of their four children.

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