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Over the past several months, I’ve spent a good deal of time on the road, from the San Luis Valley of Colorado to the supermarkets of Brussels to downtown Detroit. The places could not have been more different, but the same theme came through everywhere. This industry is at its best when we pull in the same direction. Each of these visits had a different purpose, but all of them help us make smarter decisions about how Potatoes USA can strengthen demand.
This summer, for the first time, Potatoes USA and the National Potato Council held our summer meetings in the same city, in the same week. Our two organizations, though they have distinct missions, work side by side all the time, but bringing the meetings together in Detroit was new. It made the week more efficient for those in our industry who work with both organizations and typically attend both meetings. But in a challenging market year, it made a bigger point: everything we do to strengthen this industry, we do together.
Detroit also gave Potatoes USA’s board the chance to gather after a year that didn’t start as any of us planned. Board appointments were a bit delayed, so Summer Meeting was our first time formally welcoming all our new appointees, and we thank them for their patience. We were also able to get our committees officially seated and meet together as a newly formed board for the first time this year. It was a valuable opportunity to hear updates from our staff, get everyone acquainted with the work underway across our organization, and review the progress we are making toward our strategic plan and goals for the year. We also continued advancing the feasibility study for the proposed Seed-to-Table Lab and Innovation Hub initiative, an exciting effort focused on accelerating research, innovation, and collaboration across our industry. I left Michigan with a sense of unity and a shared focus on positioning our industry for success.
That same spirit was on display in June when the Potatoes USA Executive Committee visited Colorado’s San Luis Valley. We walked fields, toured packing operations, and visited Colorado State University’s research center. Most importantly, we sat down with growers and their families to talk about what’s working, what’s not, and what they need from Potatoes USA. Colorado happened to be this year’s destination, but the message we carried applies to every growing region in the country: we work for you. Conversations like these keep this board grounded in the people who fund this program, and I left the San Luis Valley with a lot of ideas and a renewed sense of purpose.
I also joined our CEO, Blair Richardson, in Belgium in June, where we met with Europatat, the European potato trade association, as well as Aviko and members of their grower Board of Directors. We also visited potato processor Agristo who updated us on the building of its first U.S. plant in Grand Forks, North Dakota. These conversations provided valuable perspective on European production, processing, grower engagement, and the opportunities and challenges facing our industry around the world.
Blair and I also visited retailers in Belgium and France to see firsthand how potatoes are being merchandised and what consumers are reaching for. The trend that stood out above all others was convenience. Store shelves featured fresh potato products marketed as ready to cook and eat in under eight minutes. It confirmed what we’re already seeing and acting on here at home — consumers everywhere want potatoes that fit the way they live now.
In October, we’ll travel to Africa, where we see long-term potential for U.S. potatoes in several markets. The World Potato Congress is being held in Kenya, and immediately afterward, we will conduct market assessment visits to Côte d’Ivoire and Morocco to learn about those markets and understand where U.S. potatoes might play a role. New market development is essential to our future, and it starts with showing up and listening.
Looking ahead, I also want to flag an important scheduling change. Potatoes USA’s Winter Meeting will move from its traditional January date to December 2-4 in Denver Colorado, Potato USA Headquarters. Please mark your calendars now.
As always, I’m grateful for the trust our growers place in this board and this organization. If the past few months have reinforced anything for me, it’s that the insights we need are out there — in our growing regions, in our export markets, and in one another. My door is always open, and I welcome questions and feedback at any time.