Diet trends aside, love has not been lost for potatoes.

That fact stood out among key conclusions reached during recipe contests and focus groups recently sponsored by the Colorado Potato Administrative Committee, prompting CPAC Executive Director Chris Voigt to suggest, "Perhaps instead of "Potato Lovers Month? we should call February "Potato Passion Month." "

Mr. Voigt said that in consumer focus groups sponsored in summer 2004 by CPAC, comments were "vociferous against trendy regimens that did not consider the role potatoes play in a healthy diet."

One participant said that if she did not serve potatoes in a meal, her family "would wonder why."

The research was conducted by Michael Heft, president of Ridgefield Marketing Group in Stanford, CT, and was managed by Vanguard Marketing Strategies LLC, consultant to CPAC.

In his report to the committee, Mr. Heft said that although consumer comments "? such as these do not represent a statistical sample [of the U.S. consumer], " they are excellent for uncovering the feelings and emotions behind decisions."

Other key findings of his report made clear that potatoes "are considered a convenience food, especially when baked," and they are "a popular source of quick, healthy meals for the entire family."

Moreover, Mr. Heft concluded that there is "no variation in quantity of potatoes consumed during specific seasons, only methods of preparation." Consumer feedback also indicated that bigger "may not be best," according to the Ridgefield report.

?Group respondents expressed preference for medium potatoes, either for ease in preparation or for taste." Respondents also provided positive images of Colorado, describing its mountain environment and using terms such as "clean water," "refreshing," "cool? and "natural? in describing the state. By contrast, the report said, other potato-growing regions were described as "arid? and "dusty."

Following the research project and its positive results, CPAC sponsored an international potato recipe contest among culinary professionals and students, with entries coming from as far away as the United Kingdom. Recipes have been compiled into a booklet available from CPAC, and they are also posted on the committee?s web site, www.coloradopotato.org.

One participant in the recipe contest was Edward Janos, certified master chef and co-owner with his wife, Kristi, of Cook?s Fresh Market. The upscale retail outlet is located in the high-traffic Denver Tech Center. "People in Colorado love their potatoes," Mr. Janos said, adding that spuds are "such a versatile food."

He went on to say that he?s seen increased interest in Yukon Golds, which, after russet Norkotahs, are the second-largest volume potato grown in Colorado. As for "Potato Lovers Month," Mr. Voigt said that CPAC is rewarding retailers "above the norm? when they promote potatoes during February, particularly "those who are passionate about the category and our region."