Colorado Shrink-Wraps Bakers
San Luis Valley, CO, potato growers have formed a new company to market shrink-wrapped microwaveable baker potatoes.
The individually wrapped russets come pre-washed and will cook in about eight minutes in the microwave.
The new company is The Farm Fresh-Direct of Monte Vista. It is a group of about 38 growers. They say to survive in today’s market place they have to do something different.
They first marketed the product in southern California, then into a limited national program.
At a suggested retail price of 79 cents for an 11-ounce wrapped potato the item sells for a premium price compared to individual russets. They carry a price of 79 cents for one pound in most stores.
The only drawback to the new shrink-wrapped product is that the bakers lack the crispy skins of oven-baked potatoes. But all a person has to do is pop them into the oven for five minutes and they’ve got a crispy skin.
The SLV group is the first to sell this product in an individually wrapped package on a national basis. With this type of marketing, the group feels it will be reaching out and connecting directly with the nation’s consumers.