Supermarket Perimeter - October 2021 - 50

Produce: Potatoes
Potatoes
Idaho: the power of branding
One of the top ways the Idaho Potato Commission helps retailers
merchandise potatoes is by purchasing Nielsen and Kroger data and
diving deep into sales patterns on a region-by-region basis, said
Ross Johnson, international marketing director of the Eagle-based
commission.
" We are category advisers, meeting with retailers, showing them
what's happening in the market, where the trends are, how they
can capitalize on them and how Idaho can lift their category to
another level. "
So many buyers are focused on price, Johnson said, which can
prevent them from taking advantage of other opportunities. For
instance, once retailers understand the power of the Idaho brand, they
realize that shoppers are willing to pay a premium for Idaho spuds.
" They can charge more for Idaho than for any other state, " he said.
A typical markup in successful retail programs is 20 to 30 cents for a
premium bag.
In one recent example of this principle in action, a retailer pulled its
Idaho potato SKUs during CVOID and saw their overall potato category
decline. When they brought their 5-pound Idaho bags back, the
increase in sales far surpassed the decline caused by the bargain brand
they had replaced it with.
" It's hard to do in mature category, but what should really excite
retailers is that we have regional retail managers who will go in to do
deep dive category reviews with any retailer that asks that of them, "
Johnson said. " They see what's happening all across the country. "
One trend that gained steam during the pandemic and has shown
signs of having staying power, Johnson said, is sales of larger bags.
50 - OCTOBER 2021
" A lot of people learned how to cook more, and so we've seen a
return to larger pack sizes. A lot of 15- pound jumbo size at club stores
have been doing very well. "
Idaho is gearing up for a strong 2021-22 season, with acreage up 5%
and promotable volumes and excellent quality expected, Johnson said.
It's hard to do in mature
category, but what should
really excite retailers is
that we have regional retail
managers who will go in
to do deep dive category
reviews with any retailer
that asks that of them.
They see what's happening
all across the country. "
Ross Johnson, Idaho Potato Commission
supermarketperimeter.com
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Supermarket Perimeter - October 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2021

Supermarket Perimeter - October 2021 - Intro
Supermarket Perimeter - October 2021 - 1
Supermarket Perimeter - October 2021 - 2
Supermarket Perimeter - October 2021 - 3
Supermarket Perimeter - October 2021 - 4
Supermarket Perimeter - October 2021 - 5
Supermarket Perimeter - October 2021 - 6
Supermarket Perimeter - October 2021 - 7
Supermarket Perimeter - October 2021 - 8
Supermarket Perimeter - October 2021 - 9
Supermarket Perimeter - October 2021 - 10
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