Potatoes USA Program Overview

ByJohn Toaspern

Potatoes USA Mission

Strengthen Demand for U.S. Potatoes

Potatoes USA Programs

Domestic Marketing

International Marketing

Production Research

Domestic Marketing

Consumer ProgramInspiring Consumers to Eat More Potatoes

PROMOTION

INFLUENCER PARTNERSHIPS

Promotion

Influencer Partnerships

Potato Recipe Searches Increasing

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun

FY17 FY18

PotatoGoodness.com Recipe Searches

Nutrition ProgramChanging Perceptions of Potatoes

ENGAGING ATHLETES & FITNESS PROFESSIONAL

RECIPE DEVELOPMENT

Engaging Athletes & Fitness Professionals

“I LOVE this! Every real food should come out here. Go potatoes, the good carb!”

“The potato is the perfect vehicle for anything you want to eat.”

“I’ve never thought of potatoes this way. This has changed my perspective on potatoes.”

Recipe DevelopmentRegistered Dieticians

Retail ProgramIncreasing Potato Sales at Retail

ENGAGING SHIPPERS

ENGAGING RETAILERS

Enable ShippersPotatoesUSA.com/Growers

Engaging Retailers

Ingredient ProgramIncreasing Use in Prepared Foods

EDUCATION

INNOVATION

EducationPotatoes 101

Innovation

Foodservice ProgramGetting More Potatoes on Menus

INNOVATION

EXPOSURE

ENGAGEMENT

Innovation

Exposure

Engagement

K-12 School Foodservice ProgramGetting More Potatoes on K-12 School Menus

ENGAGING SCHOOL FOODSERVICE OPERATORS

CREATING FUTURE POTATO ENTHUSIASTS

K-12 School Foodservice

International Marketing

Programs by CountryCountry Foodservice Ingredient Retail Consumer

Burma/Myanmar X X X

Central America X X X X

China X X X

Indonesia X X

Japan X X X

Malaysia X X X X

Mexico X X X X

Philippines X X X X

South Korea X X X X

Taiwan X X X

Thailand X X

Vietnam X X X

U.S. Potato Exports20 Years

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

$2,000

US

Do

llars

in

Mill

ion

s

July/June Marketing Year

175%

Production Research

Research Committee

National Chip Program

NFPT Program

Enhanced Availability of Variety Development Data• 24/7 access at potatoesusa.mediusag.com

American Potato Research Alliance (APRE)

Research CommitteePotato Research Advisory Committee

$2.75 Million in SCRI Funding (2017)• Soft Rots Associated with Dickeya

• Remote Sensing

108 Industry Support Letters for Soil Health Project

23 Industry Support Letters for Diploid Breeding

Strengthened Partnership with Research Community

Thank You