Frito-Lay Highlights “Local” Growers
May 27, 2009 Lay’s Potato Chips recently launched a nationwide marketing campaign, spotlighting potato growers from California, Florida, Maine, Michigan, and Texas that grow potatoes used in Lay’s Potato Chips. The growers are featured in national and regional television spots that were launched May 18.
The growers highlighted in the new Lay’s Potato Chips television spots include:
• Brian Kirschenmann of Kirschenmann Farms in Bakersfield, CA;
• Jack Wallace Sr. and Jack Wallace Jr. of Jack Wallace Farms in Edinburg, TX;
• Steve Singleton of Singleton Farms in Hastings, FL;
• Darrell McCrum of the Maine Potato Alliance in Mars Hill, ME; and
• Brian Walther and Gary Walther of Walther Farms in Three Rivers, MI.
In addition to the national and regional television spots, the “Lay’s Local” campaign will be supported by a comprehensive marketing effort. The campaign also includes participating in more than 50 local market events throughout the country celebrating the local communities that play a role in making Lay’s Potato Chips. These events range from the Maine Potato Blossom Festival to the Hall of Fame Parade in Canton, OH, to the Utah Pioneer Days.
“While Lay’s Potato Chips have been one of the most popular snacks since they were introduced, what people might not realize is how many communities across the country play a role in the creation of America’s favorite potato chip,” said Dave Skena, vice president of potato chip marketing, Frito-Lay North America. “The truth is we are closer to home than people might expect and we felt it was only fitting to put the spotlight on these people and communities and celebrate the contributions they’ve made to the Lay’s brand.”
More than 80 farms from 27 states across the country grow the potatoes that become Lay’s potato chips. In fact, in 2008 alone the brand used more than 2 billion pounds of potatoes from these farmers. In addition, Lay’s potato chips are made in 18 states at Frito-Lay facilities stretching from the East to West Coast and Frito-Lay employs a team of more than 40,000 people in all 50 states.
Source: Frito-Lay press release
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