Reverse Trade Mission Spurs International Demand for U.S. Potatoes

Annually, Potatoes USA hosts a reverse trade mission (RTM) with international buyers, importers, retailers, and/or chefs to learn about the U.S. potato industry by exploring potato production, processing, and export capabilities to strengthen relationships and create new export opportunities for U.S. potatoes.

Last year, Potatoes USA hosted 24 chefs and key restaurant personnel from 10 major international markets on a week-long tour of potato farms and processing facilities across Idaho, Oregon, and Colorado. This event educated foodservice professionals about the production process of fresh and processed U.S. potatoes and encouraged them to utilize these products in their restaurant menus.

The RTM resulted in both immediate and longer-term outcomes. Multiple participants added U.S. potato products to their menus, leading to significant market changes. Specific examples include:

• Nicaragua: Grupo Barrio, a leading restaurant group, reported a 50% increase in U.s. potato consumption across their company following the RTM. In fact, total exports to Nicaragua are already up 54% in value and 46% in volume (July-May), according to Trade Data Monitor, reaching 4,370 MT, worth approximately $4.6 million.
• Japan: The Izakaya chain Takenoya switched from European fries to U.S. fries. Chef Matsuda from the restaurant chain Wonder Table used the knowledge gained from the RTM to conduct Young Chef training on U.S. potatoes at their own expense.
• Malaysia: Restaurants K-Fry, Sugarbun, and Fun Fries added U.S. fries to their menus collectively using two metric tons (MT) per month, worth approximately $2,000.
• Philippines: L.A. Chicks, a new fast-casual restaurant, began using U.S. fries, with an estimated annual usage of 17 MT, worth approximately $17,000.
• Vietnam: New U.S. potato items were launched at Moo Beef Steak and Cong Cheng Cheng and are expected to be permanent additions.
• China: Dicos, a fast-food chain, returned to using U.S. potatoes and ordered 150 MT of fries following the RTM, worth approximately $118,000.

The 2023 Chef reverse trade mission was an incredible success not only for promoting U.S. potato products but also for fostering international collaboration.

Potatoes USA looks forward to hosting the 2024 reverse trade mission the week of October 9^th.