M A R C H 2 0 1 9 6 POTATO GROWER Kayla Dome, Global Marketing Manager, Potatoes USA Potatoes are the workhorse of the pro- duce department but they don’t receive the attention they should from retailers. Potatoes are a staple in 88% of all households and they are enjoyed by all demographics. However, with proper assortment and merchandising retailers and growers could be enjoying even higher fresh potato sales. And since when pota- toes are in a consumer’s basket, they spend on average $77 compared to only $42 when they are not, increas- ing potato sales will result in increased sales across the store. It is time to bring the all-inclusive and hardworking potato back into the spotlight. Kantar Insights Consulting, an agency that helps create growth opportuni- ties in the retail sector, conducted a shelving study and updated the Rich Mix Assortment Recommendations for Potatoes USA to show how this should be done. These studies were used to establish the best practices in merchandising of the fresh potato cat- egory at retail. The two studies were combined and define four categories that drive growth. These four cate- gories are shelving placement, place- ment within produce, assortment, and secondary locations. There are recommendations for all four that can lead to growth in potato sales. Shelving placement is specifically related to the location of the produce department in the store and types of displays used for the potatoes. Potatoes performed best with the pro- duce department being located in the right, front portion of the store (aver- age growth of 8.7%). If potatoes are displayed in raised bins, sales can grow on average by 4.1%. Raised bins have ascending layers with the bot- tom level being the closest and lowest toward the consumer. The easiest way to see growth with this commodity is with signage. Just by having a sign calling out the different potatoes on the shelf and the section, 2.9% aver- age sales growth can occur. The placement within produce recom- mendations dictate where potatoes perform best within the produce department. As stores remodel, these insights are the perfect opportunity for optimizing the location of pota- toes. A 2.8% sales increase can happen if the potato section is placed in the back, left section of the produce department. What would help fur- ther grow this category is making sure the right commodities are located nearby. If the potato section is located across from apples, a 4.7% lift in sales on average can occur. Among the most common items located next to potatoes are sweet potatoes, onions, and squash. Unfortunately, all three of these contributed to a decline in potato sales. Squash caused the Potatoes USA Mes sage From Cash Cow To Produce Superstar