Annual Fresh Potato Working Group Sheds Light on Retail Market Updates and Trends

Last week, Potatoes USA hosted its annual Fresh Potato Working Group, a chance for industry members to gather, in person and online, to hear key market updates and emerging trends that affect potato purchasing and consumption.

To set the stage, attendees heard from the United Potato Growers Association and Potatoes USA on the current sales data, the latest in consumer preferences and behaviors around potatoes and eating in general, and what Potatoes USA is doing to drive the demand for potatoes.

Then, Michael La Kier, Vice President of Brand Development at Independent Grocers Alliance (IGA), presented on the evolving grocery landscape. He talked about the importance of cost, convenience, and consciousness to consumers, including how the story behind a product is critical for shoppers. Attendees resonated with Michael’s idea of a triple win: retailers, producers, and shoppers working together for greater value for all.

Jonna Parker, Vice President of the Fresh Food Group at Circana, a leading market research company, spoke about understanding demand drivers and growth opportunities for fresh produce. Jonna talked about the importance of solving problems for consumers. As she put it, “If you solve problems for consumers, they will reward you with growth.” This includes an increase in “heat and eat” options at retail, and aligning promotions with the way people are shopping, which is increasingly in short, “just-in-time” shopping trips with smaller baskets.

The presentations wrapped up with Naomi Van Til, Associate Director of Datassential, a restaurant and food and beverage insights company. Because food trends often start in restaurants, Naomi talked about the menu adoption cycle – inception, adoption, proliferation, ubiquity – and at which stages different trends with potatoes currently sit. For instance, using potatoes in Mediterranean and Middle Eastern dishes is in the inception stage, meaning dishes are emerging on independent restaurant and fine dining menus, as well as at farmers markets. Another enduring trend is loaded potatoes, whether loaded fries, mashed, or baked potatoes.

Attendees appreciated the chance to dig into the data, share challenges, and brainstorm opportunities.

If you weren’t able to attend but would like to learn more about the event and the information presented, reach out to Nick Bartelme, Global Retail Marketing Manager, at ni**@*********sa.com.