Cultivating Success: Finding Opportunities Through Change

Blair Richardson – October 2025

When the Potatoes USA board gathered in August, I did something I don’t often do: I spent a few minutes talking about the past. Sitting through our committee meetings that week, it struck me how much has changed over the last decade, both in the world around us and in how Potatoes USA continuously evolves to effectively increase demand for potatoes.

And right now, we are in a moment of intense change. The stability we’ve enjoyed as an industry over the last decade is feeling tested; for instance, China and India have gained a combined 11% of the frozen fry export market share, while the U.S.’s share has seen a modest decrease. The wheels of change feel like they’re spinning faster. These are certainly things to be concerned about, and it can be uncomfortable.

But we can’t get stuck, spending too much time worrying about what might or might not happen in the short term. We need to stay focused on the bigger picture, on the future.

Because here’s what hasn’t changed: People love potatoes. People are eating potatoes at home and in restaurants. And more and more, people understand the many benefits of potatoes. The fundamentals of our industry remain solid. Keeping that in mind, I see the current landscape of change not as a threat, but as a wealth of opportunities. Here are a few of the opportunities I’m thinking about right now.

Protecting and expanding market access: The global market is arguably where we’re seeing the most rapid change, with China and India projected to increase their potato production by 11 MMT by 2030. Through research to help us most effectively tell the story of U.S.-grown potatoes, as well as a focus on our relationships with retail and foodservice operators abroad, we will find opportunities to grow international demand for U.S. potatoes with our long-standing trading partners while exploring new opportunities in countries with growing populations.

Attracting international investment: We’re already seeing international businesses exploring the opportunity to add operations to the U.S., including Agristo, Cité Gourmande, and Iscon Balaji. Agristo, a Belgium-based potato processor, has officially begun preparing the site for its first U.S. processing facility in Grand Forks, ND. This is changing the processing landscape here in the U.S., and I see more opportunity in this space that can positively impact our industry.

Culinary medicine: Perhaps more than ever, nutrition and health are part of the national conversation. People are looking for experts to trust. Through partnerships in the culinary medicine space, we can help ensure current and aspiring medical and nutrition professionals are well-versed in the nutritional benefits of potatoes, providing them with the information and confidence to share that knowledge with their patients and communities.

Strong demand, shifting dynamics: While people’s love of potatoes remains constant, how, why, and where they want their potatoes are changing. With accelerated urbanization taking place across the globe, people will continue to prioritize convenience and speed. Additionally, our research shows that younger generations seek globalized flavors and food options. Luckily, potatoes are found in nearly every type of cuisine and make an exceptional blank canvas for flavor. Our consumer-facing activations speak directly to what people are looking for in the moment, shedding light on new reasons and ways for them to purchase potatoes.

Focusing on the future is where I like to operate. We take the learnings from the work we’ve completed, of course, but all opportunity lies ahead of us. With the strong foundation of our industry and the growing global demand for potatoes, there’s no shortage of potential for what we can accomplish.