Black Gold is REDucating consumers on red potatoes
Black Gold is REDucating consumers on red potatoes
“We are really excited about our 2016 consumer focus showing that red potatoes can be a show stopper,” said Leah Brakke of Black Gold Farms.
“REDucation” is the promotion’s theme offered by Brakke, who is the firm’s marketing and key account manager.
Retailers and consumers are targeted in Black Gold’s 2016 red potato promotion. “This will run throughout the year. We will not be in and out” of the market with promotion opportunities for retailers.
Promoting Black Gold Farms in Atlanta for the PMA Fresh Summit were Martin Coleman, David Bain, Don Ladhoff and Leah Brakke.
“Retailers are responsive. They are very excited any time we bring out something new. Red potatoes give a lot of opportunities to elevate visibility and we are doing that very well.”
In June, Black Gold moved to a comprehensive, consistent look and feel targeting all Black Gold audiences. The look, involving a heavy use of black and gold, applies to new sales materials, a new website, enhanced social media, community outreach programs, fresh trade show presence, new packaging and in store materials.
Black Gold promotional materials for 2016 urge that consumers “Get REDucated.” Colorful, attractive point of sale placards promote red potatoes generically, headlining “What’s better about reds.”
Three other pieces provide specific information on Dark Red Chieftain, Sangre and Dakota Ruby red potato varieties.
Black Gold’s “Get REDucated” effort also offers recipes for red potato “Wedgies.”
For red-laced Valentine’s Day, Black Gold suggests that consumers “Spice up your Spud Life.” February also brings Heart Healthy Month, for which Black Gold is promoting the vitamins and nutrients of red skinned potatoes.
In March, “red potatoes are perfect for a St. Patrick’s Day promotion” and Brakke is tying in red potatoes with the Irish. Later this year, Black Gold will work boost with a back-to-school theme.
Black Gold, based in Grand Forks, ND, grows a whole range of potatoes well beyond the Red River Valley. “Our footprint is in Texas, southeast Missouri, North Carolina and Indiana.” These diverse locations allow Black Gold to widely and appropriately promote “locally grown” across a large part of the country.
In Black Gold’s sweet potato category, the firm in the third week of December put its Steamin’ Sweets on the market. Brakke indicated this is “a steamable sweet potato pack. We feel the pack has a unique look, states the benefits of sweet potatoes and has the convenience of microwaving.”
