International Ingredient Marketing
Introducing one of the most versatile ingredients
The heart of the International Ingredient marketing program is fostering innovation and new usage for U.S. dehydrated and frozen potato products, and fresh chip-stock. Targeting food and snack manufacturers, bakeries, Home Meal Replacement companies, central kitchens, seafood manufacturers, senior food, pet food, and processed meat manufacturers, this program creates brand-new growth opportunities.
Products for each market
Potatoes USA understands the individual foreign markets and develops product ideas that will resonate with each market’s consumers, playing to the strengths of the U.S. potato. Every year, Potatoes USA conducts research and product application studies to find ways to increase the use of U.S. potatoes as an ingredient in new products.
These pinpoint the benefits and appropriate formulations. The versatility, functionality, and benefits of potatoes as an ingredient are conveyed to the trade through one-on-one meetings, seminars, trade shows, and trade communications. Samples and technical assistance are effective at helping to facilitate new product trials.
U.S. Potatoes Gain New Distribution Channel in Mexico
Trade education promoting U.S. potato products enabled the first-ever launch of U.S. dehydrated potatoes on one of the largest e-commerce platforms in Mexico. In October 2019, U.S. dehydrated potato flour, flakes, and cubes – as well as frozen shoestring cuts – began selling in different packaging presentations on Mercado Libre, the largest e-commerce platform in Mexico.
Potatoes USA hosted multiple technical seminars with the distributor and Mercado Libre’s staff on the proper handling of U.S. potatoes to ensure the product maintains the highest quality, is merchandised effectively and the benefits are fully understood throughout the supply chain.
Mercado Libre is an internet sales platform that operates an online marketplace dedicated to e-commerce and online auctions, where users can sell a huge variety of goods. This Argentine company is an e-commerce giant in Latin America, with more than 174 million users in 10 Latin American countries. In Mexico, 38% of online shoppers use Mercado Libre compared to 21% of Mexican consumer’s use of Amazon. This new distribution channel is growing very fast, as the growth of technology has driven the evolution of new consumer shopping methods and experiences.
New Chip-stock Customer Marks Latest Success in Costa Rica
Thanks to trade servicing and education by Potatoes USA representatives, a new potato chip processor in Costa Rica is poised to begin using U.S. fresh chipping potatoes for the first time. The company, Agrofrescko, joins several other companies who have been convinced to use U.S. chip-stock in Costa Rica as a result of Potatoes USA’s marketing programs. U.S. chipping potato exports to Costa Rica have grown from zero in the July 2015-June 2016 marketing year to $696,000 during July 2018-June 2019 marketing year. Chip stock exports from July-October 2019 reached $748,015, exceeding total year exports for the prior marketing year