b'indication that consumers are preparingmorepotatoesathomeisthe35%increaseinrecipesearchesonthePotatoesUSAconsumersite;potato-goodness.com.In addition to reports on the PotatoesUSAdomesticmarketingprogramsforfoodservice, retail, ingredients and con-sumers the staff highlighted the incredi-blesuccessofthenewPerformanceStrategy and What Are You Eating? cam-paign.After only eight months in themarket potatoes are already being recog-nized for their benefits to athletic per- New Executive Committee and incoming Chairman Phil Hickman (left) andformancewithsignificantincreasesin outgoing Chairman Dan Moss.consumer ratings since last year in: have resulted in 5 million performance the responses.The responses were veryHelps fuel me for my everyday activities, engagements leading to 50,000 perform- favorable of the Potatoes USA strategic+5 pts. ancepageviews(PotatoesFuel approach,programsandcommunica-Performance.com)andnearly14,000 tion tools.Ninety-one of respondentsProvides sustained energy, +6 pts. performancerecipepageviews.The hadfamiliaritywiththeBoardspro-Good for athletic performance, +7 pts. grassroots effort of spreading the word grams and 81% felt that Potatoes USAthrough everyday athletes has resulted was doing a good job at strengtheningUsed and approved by athletes, +10 pts. inTeamPotatogrowingtoover150 demand for potatoes. There are areas inmembers. communicationwiththeindustryThis has been achieved by participationwhere Potatoes USA can improve, par-intheRocknRollMarathonseriesNutrition Professionals have also been a ticularlytheusefulnessofthewherepotatoesaretheOfficialfocusoftheprogram.Inthisspace Potatoesusa.com website.Fortunately,PerformanceVegetable.PotatoesUSAthere have been over 13,000 nutrition funds have already been set aside for anhad a presence at three races in Chicago,contentengagementsdrivenbynutri- upgrade of the site.Philadelphia and San Antonio, and Santionprofessionalnewsletters,partnerFrancisco.ThepotatoperformancecommunicationssuchasNSCA, APotatoesUSAAmbassadorprogrammessagewasvisibleto72,000expoNHSCA, SHAPE, etc. and event partici- trainingwasthenheldforallBoardattendeesand15,000performancepation with these organizations. There membersonpropermessagedeliveryrecipesamplesweredistributed.Thehave also been over 25,000 visits to the andthenutritionsciencebehindtheperformancemessagealsohadthou-nutrition page on PG.com and 1,300 to performancemessages.TheBoardsands of online exposures through fea-the nutrition professionals page. members were armed with how to dis-turedcontentonRunRockNRoll.com,cusstheWhatAreYouEating?cam-inclusioninpreandpost-raceemailsTheresultsofthegrowersurveywere paign with others in the industry and toanddigitaleventguidepresence.provided during the Industry Outreach speakwithconsumersabouttheper-Consumersandathleteshavealsocommitteemeeting.Thesurveywas formance benefits of potatoes.learned about the performance power ofsent to all U.S. potato growers and therepotatoesthroughsocialmedia,wherewasaverygoodresponseintermsof During the Research Committee meet-influencerpostsandeventactivitiesgeographic and farm size distribution of ing staff reported a substantial increaseMAY/JUNE 2019 POTATO GROWER 25'