F E B R U A R Y 2 0 1 9 6 POTATO GROWER John Toaspern, Chief Marketing Officer, Potatoes USA As a potato industry member, I am sure your answer is potatoes. But what if you are a competitive athlete? As a result of the new Potatoes USA performance strategy the answer is increasingly “potatoes”. The What Are You Eating? campaign is positioning potatoes as real food that leads to real performance. This campaign is being directed towards competitive athletes (people who work- out at least three times a week and who participate in individual or team compe- titions) and the nutrition influencers they listen to (trainers, coaches, sports dieticians, active lifestyle bloggers and elite athletes). To create a moment of re- evaluation, where consumers look at potatoes in a whole new way, we must create a broad conversation about the nutritional benefits of potatoes and this must be led by influencers. A core part of the program strategy is building strategic partnerships with sev- eral athletic performance-oriented organizations, each of which is designed to reach a different sector of the athletic influencer audience. Potatoes USA has partnered with SHAPE America to reach a broad audience of K-12 and collegiate physical activity instructors. Partnering with the National Strength and Conditioning Association allows us to reach 49,000 strength and conditioning coaches and personal trainers. Through IDEA Health and Fitness Association, nearly 300,000 fitness and wellness pro- fessionals are learning how potatoes power performance. We’re reaching over 400,000 coaches, sports RDs and administrators through both the National High School Coaches Association and the Collegiate & Professional Sports Dieticians Association. To reach the registered dietician/nutritionist audience, Potatoes USA has partnered with the Academy of Nutrition & Dietetics and with the Produce for Better Health Foundation. Throughout the course of the research leading to the launch of the Performance initiative, athletes indicat- ed that they looked towards other suc- cessful athletes and coaches for inspira- tion, motivation and education. To bring forward potatoes as a preferred choice of athletes, Potatoes USA has partnered with a core squad of known and respected athletes across many sanctioning sport bodies, including the USA Olympic Team, USA Track and Field, USA Swimming, USA Wrestling, Ironman Triathlon and more. Besides being incredible competitors, each ath- lete was selected because of their ability to be a genuine and authentic ambassa- dor for potatoes. Beyond elite athletes, Potatoes USA has also partnered with a collection of social media influencers, who are rooted in fitness and nutrition. This group, comprised of personal train- ers and other fitness professionals, have large social media followings and have been leveraged to bring forward positive potato nutrition stories to help shape Potatoes USA Mes sage What Are You Eating?