New Collaboration Aims to Increase Market Share and Drive Consumer Engagement with Potatoes
Potatoes USA has announced a strategic partnership with the Independent Grocers Alliance (IGA) to enhance the visibility and sales of potatoes in independent grocery stores across the United States. This collaboration is set to leverage the significant popularity of potatoes, which are recognized as America’s favorite vegetable, contributing substantially to grocery basket construction and consumer spending.
According to a recent IRI product affinity survey, potatoes are a key component of American grocery baskets, with an average spending of USD 90.50 when included, compared to USD 47.47 when they are not. This strong consumer preference underscores the importance of potatoes in driving grocery sales and presents a substantial opportunity for independent grocers.
To capitalize on this opportunity, Potatoes USA, the national marketing and promotion board for American potato growers and importers, has joined forces with IGA. This partnership will enable IGA members to leverage Potatoes USA’s extensive marketing resources, data insights, and best practices to boost their potato sales and market share.
Michael La Kier, VP of Brand Development at IGA, emphasized the value of this partnership, stating, “As our Red Oval Partnership grows, we are working to build a world-class group of organizations dedicated to growing the fresh category for shoppers. Potatoes USA exemplifies IGA’s dedication to the IGA brand promise of Local Equals Fresh through its support of the potato category. We are excited to welcome Potatoes USA.”
The collaboration will focus on several key areas:
- Enhanced Marketing: Potatoes USA will support IGA members with targeted marketing strategies and promotional programs to increase consumer engagement and sales during peak seasons, particularly in the summer when 80% of Americans purchase potatoes weekly.
- Data and Insights: Independent grocers will have access to Potatoes USA’s comprehensive data and shopper insights, enabling them to tailor their offerings and merchandising strategies to better meet customer preferences.
- Best Practices: The partnership will provide IGA members with best-in-class potato merchandising techniques, helping them to optimize product placement and boost sales effectively.
Potatoes USA plans to test and implement specific initiatives aimed at elevating the potato category and driving demand in retail grocery outlets. By collaborating closely with independent grocers, the initiative seeks to strengthen the presence of potatoes in the market and enhance overall sales performance.
