It's back to the drawing boards and printing plants for the United States Potato Board.
After several months of analyzing the problem of why potatoes and potato products are slowing in sales, the Board agreed to begin a new campaign of education and packer/processor help.
Over the next two months, the offensive will be developed as a full-range of tactical solutions to help the industry increase sales and to regain respect for the potato and the nutritional benefits it brings to the table.
Board staff will communicate with the nutrition, medical and scientific communities to help complete its strategy to be unveiled at the USPB Winter Administrative Committee meeting in January.
"The U.S. potato industry has to engage in a unified effort in giving consumers the good news about potatoes, so they feel confident about feeding them to their families," Ray Meiggs, USPB Domestic Marketing Chairman and North Carolina grower, said.
"We saw our check-off dollars turn around the negative nutrition message 30 years ago, and we're doing it again. Everyone, and I mean everyone, has to man a post on this ship, from the growers to the shippers to the processors, retailers and state and national groups that provide the direction. Anchors aweigh, potato industry, we're gong full steam ahead."
The message will contain these four points: 1) potatoes are a great source of vitamins and minerals; 2) potatoes are fuel for a busy lifestyle; 3) potatoes are a key ingredient to your long-term diet; 4) potatoes don't cause weight gain, calories do.
In addition, new larger nutrition labeling on packages will spell out that potatoes are a great source of Vitamin C; are an excellent source of potassium; have only 100 calories; have less than 10 percent of the daily value of carbohydrates, and are a good source of fiber.