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F E B R U A R Y 2 0 1 6 POTATO GROWER 11 fries. In Thailand the USPB support- ed McDonalds Thailand after they switched to 100 U.S. product by bringing a media tour to the U.S. to learn about high quality U.S. fries and the farmers processors researchers and others that make them possible. The TV station on the tour filed five news stories of 3 5 minutes each highlighting each aspect of the process. There have also been 10 stories filed online in newspapers and in magazines tout- ing the quality of U.S. fries. In Taiwan the Board is running a social media campaign with 10 restaurant chains that switched back to U.S. product offering chances to win prizes for customers that order fries at one of the restaurants. In the largest market for U.S. fries Japan the USPB has utilized a four- pronged approach. First a con- sumer website was set up that focused on how much fun U.S. fries are including a music video dedi- cated to U.S. fries. Consumers can win prizes for submitting their own versions of the video or pictures of themselves enjoying U.S. fries. A video was also produced that shows a young mother reminiscing about the important role U.S. fries played in her childhood and young adult life culminating in her serving U.S. fries to her children. This advertise- ment was shown at video kiosks in subway and train stations through- out Tokyo. To boost sales of U.S. frozen potato products at retail a Halloween promotion was conduct- ed with fun-themed recipes for chil- dren to enjoy U.S. frozen potatoes around this holiday. Finally a long- term effort is the official establish- ment of the 10th of every month as U.S. Fries Day. Online and social media promotions are conducted each month in connection with large restaurant chains serving U.S. fries. Participation in this promo- tion continues to grow since its inception in August. Many of the factors impacting U.S. exports are still in place particularly the strong dollar but with the help of the USPB programs U.S. exporters are doing a great job of regaining these lost sales and mak- ing new ones. As I reported above U.S. exports are back to their win- ning ways and it is expected this will continue for the remainder of the marketing year.