“We work diligently to understand the data behind consumer potato purchasing behaviors and how we can turn that into positive sales momentum,” Beck said.
Consumer research in the potato category has supported expansion of value-added retail products for shoppers who want options beyond the standard baked potato. At Wada Farms, that includes the branded Smalls line. The company’s mini bite-sized potatoes are receiving strong retail interest, Beck said.
“We’re seeing some momentum in this part of the potato category, and Wada is excited to provide this new (stock-keeping unit) to our commodity lineup,” he said. “It further solidifies our position as a one-stop shop for all things potatoes. Our Smalls program will be available on a year-round basis.”
Wada Farms is integrating post-consumer resin into some of its consumer bags. The post-consumer resin is a blend of recycled resins that would have otherwise gone to landfills, such as plastic bottles. The plastic is converted into pellets used to make new bags and other products.
Packaging made from PCR is promoted as a way to help companies reach sustainability goals. Because it’s already been processed from fossil fuels to plastic, there’s no further impact on the environment and is recyclable. Beck said PCR packaging allows Wada Farms to reduce its carbon footprint, and the company’s goal is to have PCR as part of all of its consumer packaging in the near future.
Beck said an encouraging trend in the potato category is increased consumption throughout all potato segments.
“It is interesting to see how we all changed during the COVID era and how our needs for potatoes all changed,” he said.
More people are cooking at home, but there’s been a resurgence in visits to restaurants and other foodservice operators that is lifting the foodservice industry.
“People are finding those opportunities to go out to restaurants and enjoy a good meal with potatoes as a part of that menu,” Beck said. “We live in a world where we have access to a ton of different recipes and techniques on how we can utilize potatoes, and I think as people continue to focus on their health, potatoes will remain a pivotal part of our diet.”
Beck said the Idaho potato season generally had good weather this year.
“We have some freeze/hail incidents in June that knocked some plants down, but we were able to recover,” he said. “Temps remained pretty ideal for growing potatoes — warm days and cool nights, the perfect combo for growing good, quality potatoes.”
The weather also cooperated during harvest. “The weather during this critical time of year cooperated very nicely, and the curve balls thrown by Mother Nature were manageable,” Beck said.
