U.S. Potatoes Strengthen Their Foothold in Taiwan

Potatoes USA’s international marketing efforts in Taiwan saw significant momentum this past marketing year, thanks to support from USDA’s Foreign Agricultural Service through the Market Access Program. From July 2024 through June 2025, U.S. potato exports to Taiwan continued to rise, despite intensifying competition from foreign suppliers.

During the year, exports grew 16% in value, from $99.1 million to $114.5 million, and 9% in volume, from 75,136 MT to 82,172 MT. Frozen potato products remained the engine of growth, accounting for 78% of all U.S. potato shipments. MAP-funded promotions, menu innovation, and consumer marketing strengthened U.S. potatoes’ reputation for quality and versatility—leading to record sales and deeper engagement with key industry partners.

Foodservice Promotions Deliver Strong Results

Work with major importers E-Star and Good Land Foods helped introduce several new frozen potato products to Taiwan’s foodservice market, including Colossal Crisp fries, Tin Roof cuts, curly fries, and star-shaped tater drums. These efforts led to seven new U.S. potato SKUs being added by Taiwan’s top five importers—exceeding program goals.

The following promotions helped drive consumer demand:

• “Back to SVNTEEN” at Second Floor Café: Running July 15–August 20, 2024, the promotion increased U.S. potato usage by 1.3 MT (+11.3%) and generated more than 308,000 social media impressions.
• Lazy Pasta Uber Eats Campaign: From April 14–June 1, 2025, this activation increased sales by 42% and boosted U.S. potato usage by 48%, from 820 kg in May 2024 to 1,213 kg in May 2025. Lazy Pasta kept the new potato dishes on its menu due to continued customer demand.
• “Golden Bites, U.S. Quality” Campaign: Held June 14–29, 2025, across 24 outlets and five chains, the promotion increased U.S. potato usage by 27%, launched eight new menu items, and delivered sales growth for 80% of participating brands.

Menu innovation played a major role in building excitement. The U.S. Potato Innovative Menu Development Campaign resulted in 15 new signature dishes across 14 restaurants, more than doubling initial targets and expanding the ways local chefs incorporate U.S. potatoes into Taiwanese and Western cuisine.

Retail Sector Sees Record-Breaking Sales

Retail promotions also delivered impressive outcomes. Costco Taiwan achieved record sales during promotional periods, with nearly 13 MT of U.S. fresh potatoes sold—a 100%+ increase over pre-promotion sales.

Other key retailers reported strong demand as well. RT-Mart sold 66 MT of U.S. potatoes between October and December 2024, underscoring the growing preference for high-quality U.S. product among Taiwanese consumers.

U.S. Potatoes Positioned for Continued Growth

These results highlight how Potatoes USA’s international marketing programs turn awareness into long-term market success. Through sustained trade outreach, menu innovation, and targeted retail and foodservice promotions, U.S. potatoes are securing a stronger foothold in one of Asia’s most competitive import markets.