A P R I L 2 0 1 8 4 POTATO GROWER 4 POTATO GROWER Potatoes USA Goes On Offensive by Ted Kreis, NPPGA Marketing and Communications Director After years of defending the potato, it is time to go on the offensive according to Potatoes USA President and CEO Blair Richardson. At its annual meeting in Denver last month, the staff from Potatoes USA unveiled a new marketing strategy, one that has been researched and under development for the past year. Now in its final stages of develop- ment, the campaign will promote potatoes as a performance food for all active people, from casual recre- ationalists to the highly motivated and well trained athletes. Research over the past year has supported this move according to Richardson. Potatoes USA Director of Marketing Kim Breshears touted the potato for being rich in complex carbohy- drates and potassium, two nutrients proven to improve athletic perform- ance. This will be one of the key messages to the campaign. The tag line "Potatoes. Real Food. Real Performance. What are you Eating?" was unveiled. That mes- sage was delivered in a powerful fashion in a video that was present- ed to all in attendance. The video literally excited the crowd, evi- denced by enthusiastic clapping and cheering in the room after it was played. See it for yourself on You Tube at this web address: https://youtu.be /_LO6AihaC_0 Potatoes USA is hoping this cam- paign and message will be adapted by state organizations and private business. As Marketing Director for the Northern Plains Potato Growers Association, I plan to make it part of our messaging. It has already been incorporated into the RedRiver ValleyPotatoes.com website on the consumer nutrition page. Addit- ional adaptations will be used as usage guidelines are developed. Park the truck Another marketing strategy will be phased out. Say good-bye to "Spud Nation" - a food truck program in the Denver metro area that battled a host of problems including a tight and expensive labor market. Franchising the concept and expan- sion to other cities never material- ized as the developers had hoped. Your board members Potato growers from all over the country make up the board for Potatoes USA. The number of board members from each state is based on production. Currently North Dakota is assigned five seats and Minnesota has three. Current board members represent- ing North Dakota are Tom Enander from Grenora, Bill Sheldon from Ray, Casey Hoverson from Larimore, Jeff VanRay from Pingree and Eric Halverson from Grand Forks. Minnesota is represented by Jennifer Borwicz (Hapka) from Crookston and Jeff Edling and Gary Gray both from Clear Lake. Members are elected to three year terms and are only allowed to serve two consecutive terms. NPPGA typically needs to recruit growers to fill these seats; elections are held in the fall. If you are a grower and are interested in serving, contact your state organization for more details or to get on the next ballot.