Consumers Positive About Potatoes
March 17, 2011 During the United States Potato Board (USPB) 2011 Annual Meeting, March 9-11, President and CEO Tim O’Connor reported only 18% of consumers now hold negative attitudes about potatoes — a dramatic drop in this critical metric.
Not only have attitudes about potato nutrition improved, but demand for potatoes has also increased, reported Kathleen Triou, vice president of domestic marketing. U.S. potato exports have also exceeded $1 billion for three years running.
At the height of the low-carb diet trend, 34% of consumers held negative attitudes about potatoes and their nutrition in 2004. The U.S. potato industry recognized the looming crisis this low-carb diet fad had on potato consumption. This was symptomatic of per capita consumption which had been declining for 10 years.
The USPB responded with the development of the “Potatoes…Goodness Unearthed” campaign signature. Acording to USPB, research indicates this work embodies the core message resonating with consumers, that potatoes are good for you.
“The industry is not without its challenges and this continues to be long-term work, but we’re excited and know we will produce great results for the industry,” O’Connor said. “I am more excited for the next five years than the previous 12 years I’ve had with the industry. We are now in a position for great positive things to take place.”
Source: USPB press release
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