A P R I L 2 0 1 8 POTATO GROWER 7 in meetings with retailers, the glar- ing focus for produce buyers and merchandising managers is fresh- ness and quality. Potatoes have an opportunity to really work with retailers to gain trust in freshness and quality. As we continue to look toward the future at retail for Potatoes we must focus on the qual- ity of the sales pitches we are deliv- ering to our retail partners. Retailers recognize our potatoes are the #1 volume item in the produce depart- ment. However, if we want to main- tain the #1 volume position, in an optimal location, not in the back of the department, we must focus on helping retailers understand the importance of the potato to shop- pers. Across the board produce is growing in terms of both volume and dol- lars. However, potatoes are not cap- italizing on this opportunity. As retailers continue to build their online presence they also under- stand the need to convince con- sumers to walk into the store. If we can appropriately partner with retailers, with a focus on quality, we can win displays and better position ourselves to push our products towards volume growth. Online is growing, but if we want to grow our sales we must focus on the basics and put our products front and center for consumers to find their favorite vegetable. Knowing consumers prefer to purchase their produce in-store it calls out the importance of us focusing on the location where we find our products.