Malaysia: Foodservice Education, Retail Promotions Boost Fresh U.S. Potatoes

Fresh potato exports to Malaysia were a standout success for the latest marketing year (July 2023-June 2024), thanks to targeted promotions across foodservice and retail.

Tactics:

• Workshops aimed at chefs and culinary students
  • Potatoes USA organized workshops aimed at chefs and culinary students to help educate foodservice operators on the quality and versatility of U.S. fresh potatoes.
  • For example, an annual chef workshop held in May inspired one new operator to add fresh U.S. potatoes to their offerings. With the Malaysian foodservice sector using an estimated 35% of the fresh U.S. potatoes that are imported into the country, these workshops were pivotal in boosting demand.
• Retail promotions
  • High-traffic modern trade outlets like supermarkets, which are the primary distribution channel for U.S. fresh potatoes in Malaysia, hosted sampling events and shared recipe information featuring fusion Asian and Western dishes, including cooking demo videos.
  • Modern trade retailers expanded their displays to prominently feature U.S. fresh potatoes.

Results:

• The total export of U.S. fresh potatoes to Malaysia increased 15.2% by value and 17.3% by volume in July 2023-June 2024 from the previous year. In raw numbers, shipments climbed from 6,705 metric tons worth $4.4 million to 7,867 metric tons worth $5.1 million.
• Quarterly sales increased by 10% at retail stores that participated in promotional activities, along with increased repeat purchases.
• Six top-performing retailers increased their fresh potato volumes by 5% or more during the availability season, surpassing the initial goal of two retailers.

Looking Ahead:

• Annual retail sector growth in Malaysia is projected at 10% over the next five years, presenting a promising outlook for U.S. fresh potatoes.