Potatoes, America’s Favorite Vegetable and staple in many homes, are a key grocery basket-builder, with a $90.50 average basket with potatoes versus $47.47 without the vegetable, according to an IRI product affinity study. And with 80% of Americans reaching for potatoes weekly at the store, grocers can grow baskets by featuring the popular produce in their summer marketing.
The Independent Grocers Alliance and Potatoes USA have partnered to help independent grocers capitalize on the crop craze, as potatoes account for over 10% of all vegetable sales.
Potatoes USA, the national marketing and promotion board representing U.S. potato growers and importers, is empowering IGA members to grow their market share and store sales through integrated programs and best-in-class insights and assets.
"As our Red Oval Partnership grows, we are working to build a world-class group of organizations dedicated to growing the fresh category for shoppers. Potatoes USA exemplifies IGA’s dedication to the IGA brand promise of Local Equals Fresh through their support of the potato category. We are excited to welcome Potatoes USA,” IGA VP Brand Development Michael La Kier said.
By partnering with independent grocers within the Alliance, Potatoes USA can implement and test targeted strategies to elevate the potato category, thereby driving demand and increasing sales in retail grocery outlets. At the same time, independent grocers will gain access to best-in-class resources, shopper insights, and potato merchandising best practices, to help them better meet consumer needs and preferences.
Look to The IGA Minute for potato marketing and merchandising resources in the coming months.
About Potatoes USA
Potatoes USA is the national marketing and promotion board representing U.S. growers and importers. Potatoes USA, the largest vegetable commodity board, was established in 1971 by potato farmers to promote the benefits of eating potatoes. For more information on Potatoes USA’s mission to “Strengthen Demand for Potatoes,” visit PotatoGoodness.com.
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