Northland Potato Growers Association, of Grand Forks, ND, formerly known as Northern Plains Potato Growers Association, has provided a direct connection to potential customers via a new microsite. “Flavorohyeah.com is a completely new opportunity for us to talk to both consumers and buyers, providing a fun experience as they navigate the site,” said Donavon Johnson, president of Northland Potato Growers Association. “This engaging microsite allows visitors to connect with the potato flavors produced in the Red River Valley region. Reds, yellows, whites, and russets are featured on the site covering taste, texture, and suggested tips for preparation.”
Johnson explained that not only can customers find the right potato for their liking at Flavorohyeah.com, they can also easily find and connect with shippers of the region. “Buyers are one click away from finding their next Red River Valley potato shipper,” he said. “The button is bright, bold, and located on the top upper corner of the website.”
One of the main goals of the Northland Potato Growers Association is to develop and promote the many growers of North Dakota and Minnesota of the Red River Valley. Casey Folson, president of the Red River Valley Fresh Potato Growers stated, “Our organization is a diverse group of potato growers with farms offering reds, yellows, whites, and/or russets. But we have one thing in common, our potatoes are grown in the rich, naturally irrigated glacial soils of the Red River Valley offering a unique flavor. We realized that one collective voice is stronger than 100 independent voices. If we all work together, more consumers will have the opportunity to enjoy our superior product.”
All combined, these growers raise over 80,000 acres of seed potatoes, fresh potatoes and potato products, including potato chips and french fries. Johnson explained that a Northland branded bag shows that the grower is part of their member organization to identify the region. “Our potatoes are high in value and flavor,” he said. “When consumers think potatoes, we want them to think the best flavor comes from the Red River Valley.”
This highly visible and aggressive regional advertising campaign is currently underway with funding from the USDA Specialty Crop Block Grant distributed through the ND Department of Agriculture. “Flavorohyeah.com celebrates a product full of flavor that is grown in sustainable ways, reminding consumers and growers alike that potatoes are a fun, delicious treat,” Johnson said. “It will build excitement around potatoes and break the stereotypes that potatoes are boring while celebrating the local connection to the communities that make it happen.”
Johnson noted the “Oh Yeah” campaign plays off the Northern accent that is well known as a regional colloquialism in the Northern lands of the United States. “The goal of this message is to instill pride and honor in the culture of growers,” he stated. “It is also emphasizing the fun and sustainability accompanied with growing potatoes.”
Along with a new logo, the organization’s new tagline is Generations of Flavor. “This represents our evolving organization as well as how we are rooted in the rich legacy of our land,” explained Johnson. “The design revitalization comes in part to create energy around the association, attract younger growers and increase active participation.”
Northland Potato Growers Association has taken a bold new approach to marketing. “We are thrilled to announce our rebrand and microsite,” Johnson said. “Times have changed and we are excited to be on the cutting edge of creativity and promotion.”
