Board Unveils Major Advertising Campaign

Published online: Feb 11, 2004
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Potato growers from around the United States have helped the United States Potato Board develop a "healthy potatoes" print media campaign to tout the benefits of eating potatoes.

The Board has also put together a library of "tools" individual potato product manufacturers and packers can use to help spread "the healthy potato" image to their customers.

Research has clearly shown that people enjoy potatoes, but they know very little about "America's Favorite Vegetable." That fact has affected their consumption of potatoes.

"By telling consumers about the nutritional benefits of potatoes we can give consumers permission to eat one of thier favorite foods--again," a Board spokeman stated.

The Board started running ads in high-profile newspapers and magazines this month from coast to coast to get the message out. But, the Board stipulates, that to reach all customers, it must be a collective industry-wide effort.

Industry product manufacturers and packers can log onto and click on "The Healthy Potato" resource center icon. All the materials developed by the Board will be available to them.

The ad campaign will include such popular magazines/newspapers as the New York Times, Washington Post, Time, USA Today, Parenting, People, Better Homes and Gardens and Oprah Winfrey's "O."