In a strategic move to capture greater market share and value, the Northland Potato Growers Association (NPGA) is shifting its promotional focus squarely onto red tablestock potatoes. At the heart of their campaign at the International Fresh Produce Association’s Global Produce & Floral Show is a direct effort to redefine consumer perception, moving red potatoes from a mundane side dish to a “star ingredient.” The association is leveraging live, sensory-driven marketing—roasting potatoes in air fryers at their booth—to showcase the variety’s “subtly sweet flavor and smooth, creamy texture.” This initiative is particularly poignant as the campaign unfolds during a season with its own challenges. NPGA Executive Director Gary Shields reports a wetter growing season in parts of the Red River Valley, resulting in a lower tuber set and an anticipated yield reduction compared to last year’s harvest.
This targeted promotion is a savvy response to both agronomic and market realities. The NPGA represents a significant production footprint, with approximately 120,000 combined acres in North Dakota (75,000) and Minnesota (45,000). However, red and yellow potatoes collectively account for only about 25% of North Dakota’s acreage and 18% of Minnesota’s, dwarfed by russet production. This campaign aims to increase the value and demand for these specialty varieties. The strategy aligns with broader consumer trends identified by Potatoes USA, which emphasize the need to promote potatoes’ versatility and nutritional benefits to counteract stagnant consumption. Data from the USDA’s Economic Research Service shows that while per capita potato consumption has been relatively flat, there is growth potential in the fresh market segment, particularly for varieties that can command a premium based on quality and story. The NPGA’s “From soil to spotlight” campaign, with its playful and confident tone, is a direct attempt to capture this premium.
The Northland Potato Growers Association’s focused campaign on red potatoes is a case study in modern agricultural marketing. It demonstrates a proactive approach to not just selling a crop, but building value by directly influencing consumer and buyer perceptions. For growers, agronomists, and industry stakeholders, this highlights a critical pathway to profitability: differentiating specialty varieties, emphasizing their unique culinary attributes, and creating a stronger brand narrative to ensure the long-term viability of their operations amidst production uncertainties and a competitive landscape.
