Central America: Consumer Education, Brand Awareness Lift U.S. Fresh Potato Sales

U.S. potatoes have established themselves as a staple of Central American kitchens, thanks to a focus on boosting brand visibility and consumer awareness.

Tactics:

• Consumer research
  • Consumer research showed that in Central America, consumers are motivated to buy more potatoes if they have recipes that are suitable for everyone and include ingredients on hand.
• Education and direct engagement
  • Potatoes USA partnered with major retailers on a series of events at 44 retail locations that showcased a variety of U.S. potato products and provided shoppers with easy-to-make recipes.
  • For example, in Guatemala, El Salvador and the Dominican Republic, promotions for fresh potatoes included recipe demonstrations that inspired consumers to explore new ways to incorporate potatoes into their cuisine.
  • In El Salvador, Costa Rica and Honduras, frozen potatoes were promoted in 30 stores over 84 days.
  • In Panama and the Dominican Republic, promotions for dehydrated potatoes were organized across 10 stores and 36 promotional days.

Results:

• U.S. potato exports to Central America increased by 15% in July 2023-June 2024 from the previous year, reaching $167.1 million in export sales.
• Stores in Guatemala, El Salvador and the Dominican Republic participating in promotions achieved a 186% increase in sales during sampling events.
  • In two stores, 14 interactive recipe sessions resulted in a 132% sales surge.
• Stores in El Salvador, Costa Rica and Honduras that participated in promotions achieved a 1,357% sales increase.
• Stores in Panama and the Dominican Republic that participated in the dehydrated potatoes promotions increased dehydrated sales by 226%.

Looking Ahead:

• U.S. potatoes are well-positioned to continue expanding their market share in Central America, thanks to the strong foundation created by these successful promotions.