Supermarket Perimeter - October 2021 - 51

" We've had a fantastic growing season to this point. Growers on the
west side planted earlier than normal, the east is right on time. We've
had no frost or hailstorms. "
Harvests were set to begin on time and to mostly be finished by
Oct. 1. Since a bad frost two years ago, growers have placed greater
emphasis on getting as much harvested as possible in September,
Johnson said.
" It definitely affected things last year, and I'm sure it will this year as
well, " he said.
About 315,000 acres of potatoes were expected to be harvested in
Idaho this season, according to IPC.
Because of its warm days and cool nights, Idaho always has been and
always will be known for its iconic russets, but the state has diversified
its spud offerings significantly, Johnson said.
" Idaho has made huge leaps and bounds to supply red and yellow
potatoes, " he said. " We have a 12-month program on both reds and
yellows. "
Idaho's yellow production has increased so much, that for the last
two seasons, the state has produced more of the variety than any other
state. Yukon Golds dominate the yellow category.
" Yellow is the hottest trend right now in the category, " Johnson
said. " With more supplies, the cost has come down, so retailers are
advertising them more. They realize there's opportunity in that space,
and they're promoting more frequently. "
Demand for other non-russets is also increasing. Idaho is one of the
top suppliers of specialty potatoes - Idaho growers, for instance, supply
Melissa's brand and other top baby potato varietal programs year-round.
That said, red production in Idaho has plateaued a bit, Johnson said.
" It's still growing but it depends a lot on how other regions are doing, "
he said. " They've had a few tough years, which has caused the price of
reds to increase. "
Secondary displays, first-class results
Retailers looking to kick their potato category a boost would do well to
look at adding secondary displays in the fresh perimeter.
The Eagle-based Idaho Potato Commission did a study with retailers
utilizing secondary displays in meat departments and other parts of the
perimeter and found that sales increased as much as 22%.
" Potatoes go great with everything, " said Ross Johnson, the
commission's international marketing director. " Even a small display
really makes it easy to increase sales. "
And potatoes are what Johnson calls a " basket builder. " No other item in
the produce department, Johnson said, can compare. Consumers who buy
fresh spuds are much more likely to add cheese, bacon, butter, crouton,
meat, dressings and countless other items to their carts and baskets.
With potatoes in the basket or cart, the average ring is $89, according
to the commission. Without, it's $43.
" They really cause consumers to make a run, " Johnson said.
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Supermarket Perimeter - October 2021

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