U.S. Potatoes Featured at Largest Trade-Show in Japan

By Growing Produce Staff|July 29, 2010

The United States Potato Board (USPB)’s participation in the FABEX food and beverage expo in Tokyo is paying off as several large hotel/restaurant chains are now testing new menu items using U.S. dehydrated and nonfried frozen potato products. At least two represent promising new distribution channels for U.S. potatoes.

FABEX is one of the largest trade shows for commercial foods, attracting buyers from restaurants, hotels, wholesalers, food manufacturers, caterers and allied industries. This year a total of 63,478 visitors attended the show during its three-day run in April.

In the past few years, U.S. dehydrated and non-fried frozen potato products have begun to see initial usage in the convenience store sector. This is a potentially huge distribution channel as convenience stores account for about 13% of food sales in Japan, according to the USDA’s Agricultural Trade Office.
U.S. potatoes are also making inroads into the high-end of the Japan market, with Hotel Okura Enterprises, a trade show visitor, testing a variety of frozen and dehydrated products for their buffets and Japanese pubs. This hotel chain operates 21 hotels throughout Japan and overseas.

A key strategy in convincing show visitors to try U.S. potato products was a focus on the value that is provided by the convenience and versatility of such products. With the current recession, Japanese restaurants are actively seeking ways to create consumer interest while holding costs down.
Promoting the use of both frozen and dehydrated U.S. potatoes as a way to trim costs without sacrificing quality, the USPB booth featured a cooking demonstration four times a day with six new items.

Source: USPB press release