Spice Up Your Spud Life

BY Leah Brakke

 “Love and heart health are two things that February stands for. This is the perfect time to create some excitement in the potato category with Red Potatoes, and really “spice” up consumers potato buying behavior” commented Don Ladhoff, Director of Fresh Marketing & Sales for Black Gold Farms. “Not only is this a great time to promote reds, but research by the U.S. Potato Board has shown that shoppers view red potatoes as healthier and more nutritious than either russets or yellows - most likely due to their rosy skin color.”
Spice Up Your Spud Life is a fun and a-little-bit-romantic retail promotion certain to grab attention in-store, anchored by eye-catching limited-time-only 5lb potato packaging that boasts a heart-shaped cutout on the front panel. The back of the package features the program’s signature recipe:  Trufflicious Twice-Baked Red Potatoes, a veritable love potion that marries white truffle oil, Parmesan cheese and fresh garlic with low-fat cottage cheese that is certain to capture shoppers’ hearts.

Red potatoes are the color of love, and retailers love the higher dollar ring when they sell red potatoes… averaging more than 61% higher per pound than russet potatoes, according to Nielsen FreshFacts data (total U.S. sales, latest 52 weeks ending 11-21-15). Red potatoes are often under-appreciated during the month of February, however Black Gold Farms sees an amazing opportunity to capitalize on American Heart Month.

The Spice Up Your Spud Life message will be communicated via Kwik Loks on private label and Black Gold Farms bags, urging shoppers to “fall in love with heart-healthy red potatoes”.  They will prominently feature a mouth-watering image of the signature recipe.  In addition, iron man posters and shelf talkers are available for merchandising red potatoes in-store, generating added interest and driving incremental sales of highly-profitable red potatoes.