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Market Minute: Cooler weather calls for more aggressive potato promoting

By
Ron Pelger

As the autumn temperatures start to cool down, the potato category will start to be in more demand by consumers. This means that all retailers will be making plans to increase potatoes in their advertising programs.

sdfA recent research by Circa OmniMarket Integrated Fresh reported that Russet potatoes accounted for 50 percent of all potato sales. The red potatoes were 15 percent and the yellow varieties were 24 percent of the category share. The three make up the majority of the potato sales category.

Idaho potatoes are in good demand on a steady market. There is an increase of 40–70 count potatoes available. Check out some deals with your suppliers that may be applicable for a big potato ad sale. The Idaho quality is excellent as it normally expresses on displays in the produce department sections.

Other areas of Wisconsin, Minnesota and Colorado are showing some nice quality as well. The demand is good and the market is steady.

Now is the time to expand on display allocation as the cooler weather will draw customers into buying more potatoes. Your display will mean the difference in generating incremental sales but only if it shows some muscle.

Don’t forget to promote the red and yellow potato varieties in addition to the russets. All three make up nearly 90 percent of the total potato category sales.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].

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