Northern Plains Potato Growers Assn. to boost recognition; new marketing plan in the works
The Northern Plains Potato Growers Association, under the marketing direction of Ted Kreis, who started in August 2004 as marketing director, is looking to form a stronger brand identity.
To attract consumers, the association has created two new store-level promotions to catch the consumer?s eye before the potato-buying decision has been made.
The first of these two promotions is a shopping cart ad placed on the cart displaying the healthy potato message and specific Red River Valley branding.
?This idea will be tested in a local chain here to see the response,? said association President Duane Maatz.
The goal is to get the word to consumers that the Red River Valley potato is the choice of the healthy shopper.
Along with the shopping cart advertisement, a new big display bin is being designed to showcase Red River Valley potatoes in the produce isles. The bins will include information found on the cart advertisement such as the healthy potato message, the Red River Valley logo and new graphics. With the final design due soon, the bins should be available "this spring, and even more so next fall for the start of the new season," said Mr. Kreis.
(A full report on Red River Valley potatoes appears in the Jan. 10 issue of The Produce News.)