CPAC tackles issues at annual meeting
CPAC tackles issues at annual meeting
At their annual meeting on March 24 in Monte Vista, CO, grower-shipper members of the Colorado Potato Administrative Committee took an in-depth look at several issues affecting both of the state?s potato-growing areas.
A number of grower-shippers from Area I, located in the Greeley-Wray region of northern Colorado, made the several-hours-long trip to the San Luis Valley, Area II, to contribute their thoughts on matters such as grading, water rights and increasing demand for their product. And while the northern Colorado group has seen its numbers and acreage reduced over the past years, the marketing efforts of the southern contingent were well received.
CPAC Executive Director Chris Voigt said that representatives of both growing regions "seldom have the opportunity to all come together like this," and he noted that the San Luis Valley "? shared with them some results of our promotional activities."
Those results show that some accounts "had perhaps pledged a 5 percent increase in volume and achieved double that," as did retailers who ran more ads than they had in the past.
The valley had also seen "accounts in regions who had never signed up with us before."
Mr. Voigt said, "In all, there were a handful of these stories to tell, and these results are encouraging to this entire group, whether they?re up north or from the San Luis Valley."
During the course of the meeting, marketing activities were discussed in greater detail. Members heard reports on the status of the upcoming proprietary Programmed Learning initiative as well as an on-line consumer behavior study involving volunteer panels made up from a 4 million-person sample.
Veronica Kraushaar of Vanguard Marketing Strategies called the sample "perhaps the largest on-line sample in the industry," and said that key findings of the study, which is "designed to show that educated consumers change their perceptions and behavior about potatoes," will be shared with the industry at the FMI/United convention in May.
CPAC members were also shown a review of recent studies that indicate retailers who promote potatoes can see volume lifts three times or more greater than normal, "in contrast to other top fruits and vegetables," Ms. Kraushaar noted. She said that similar category updates are being shared with retailers during merchandising visits to receivers.
An overview of retailer comments concerning overall quality of Colorado potatoes provided comments ranging from "above average? to "outstanding," and trucking issues, which affect the entire produce industry, were cited as a key hindrance to moving further volume.
CPAC members are currently looking at truck fleet and rail options to mitigate the transportation challenges. Another report showed that there is an overall lack of awareness that Colorado produces more than 100 varieties of potatoes, and between 70 and 80 percent of retailers polled by CPAC merchandisers admitted that they are unaware of the many varieties available from the state.
To educate receivers, a new Colorado Catalogue of Varieties is being distributed.
Discussions were held on pilot programs involving ethnic store demos and local media appearances by nutritionists, and programs to create positive awareness of Colorado and to create new consumer segments will be expanded for the 2005-06 season.
The committee members also looked at growth in the foodservice segment, which will receive increased focus this season and in seasons to come. It was noted that white tablecloth restaurants are seen as "ideal targets for the specialty, higher-value varieties of Colorado potatoes," Ms. Kraushaar said.
A number of grower-shippers from Area I, located in the Greeley-Wray region of northern Colorado, made the several-hours-long trip to the San Luis Valley, Area II, to contribute their thoughts on matters such as grading, water rights and increasing demand for their product. And while the northern Colorado group has seen its numbers and acreage reduced over the past years, the marketing efforts of the southern contingent were well received.
CPAC Executive Director Chris Voigt said that representatives of both growing regions "seldom have the opportunity to all come together like this," and he noted that the San Luis Valley "? shared with them some results of our promotional activities."
Those results show that some accounts "had perhaps pledged a 5 percent increase in volume and achieved double that," as did retailers who ran more ads than they had in the past.
The valley had also seen "accounts in regions who had never signed up with us before."
Mr. Voigt said, "In all, there were a handful of these stories to tell, and these results are encouraging to this entire group, whether they?re up north or from the San Luis Valley."
During the course of the meeting, marketing activities were discussed in greater detail. Members heard reports on the status of the upcoming proprietary Programmed Learning initiative as well as an on-line consumer behavior study involving volunteer panels made up from a 4 million-person sample.
Veronica Kraushaar of Vanguard Marketing Strategies called the sample "perhaps the largest on-line sample in the industry," and said that key findings of the study, which is "designed to show that educated consumers change their perceptions and behavior about potatoes," will be shared with the industry at the FMI/United convention in May.
CPAC members were also shown a review of recent studies that indicate retailers who promote potatoes can see volume lifts three times or more greater than normal, "in contrast to other top fruits and vegetables," Ms. Kraushaar noted. She said that similar category updates are being shared with retailers during merchandising visits to receivers.
An overview of retailer comments concerning overall quality of Colorado potatoes provided comments ranging from "above average? to "outstanding," and trucking issues, which affect the entire produce industry, were cited as a key hindrance to moving further volume.
CPAC members are currently looking at truck fleet and rail options to mitigate the transportation challenges. Another report showed that there is an overall lack of awareness that Colorado produces more than 100 varieties of potatoes, and between 70 and 80 percent of retailers polled by CPAC merchandisers admitted that they are unaware of the many varieties available from the state.
To educate receivers, a new Colorado Catalogue of Varieties is being distributed.
Discussions were held on pilot programs involving ethnic store demos and local media appearances by nutritionists, and programs to create positive awareness of Colorado and to create new consumer segments will be expanded for the 2005-06 season.
The committee members also looked at growth in the foodservice segment, which will receive increased focus this season and in seasons to come. It was noted that white tablecloth restaurants are seen as "ideal targets for the specialty, higher-value varieties of Colorado potatoes," Ms. Kraushaar said.
