TOPTABLE MASTERCLASS SPONSOR - POTATOES USA

As representatives of U.S. potato growers and importers, our mission is simple: to strengthen the demand for potatoes. But not just a few specific types. No, we work day in and day out to fuel demand for ALL forms and types of potatoes: fresh table-stock, chipping, frozen, dehydrated, seed potatoes—pretty much every potato you can think of (except for the sweet ones).

So, how do we increase the demand for a vegetable everybody already loves? Well, you could break it down into two categories: marketing and research. In order to spread the good word about potatoes, we create smart, impactful marketing campaigns that drive demand through four key audiences: consumers, foodservice operators, retailers, and health professionals. From creating enticing high-margin recipes for chefs—to launching high-reach social media campaigns for consumers—to establishing entirely new international trade markets for U.S. potatoes, we use data-driven tactics to boost demand at every level.

Though you won’t always see it on our social media platforms, the research we do is just as integral to our mission. Which is why, every year, we coordinate regional, national, and even international research efforts to collect potato-related data on all fronts. We analyze potato volumetric data to help our grower partners understand demand. We facilitate production trials to unearth new potato varieties and market potential. We study food and flavor trends to help operator partners create exciting new dishes. We conduct retail shopper studies to determine how to increase sales. And we comb over consumer attitudes and usage behavior to understand what consumers are looking for and how to better position potatoes to them.

It’s these dedicated efforts, and our support for other potato industry organizations in their efforts towards sustainability, lobbying and more, that has cemented potatoes as America’s Favorite Vegetable. And it’s what will continue to strengthen the demand of this powerhouse vegetable.