On Oct. 18 I was attending an event at the Academy of Nutrition and Dietetics’ annual Food and Nutrition Conference and Expo in Atlanta. Networking, meeting registered dietitians, discussing the healthy role potatoes play in the American diet…and then it happened. A supermarket-registered dietitian from Giant Eagle approached me and proudly announced that I should know about some amazing research that was just published regarding the healthy role potatoes play in weight management. Then, one of her colleagues from Meijer chimed in and said, “I read that, too! You should get a hold of that research and use it.”
Of course, I smiled and thanked them both. Then I let them know the USPB commissioned the research, and it was rewarding to know our communications had broken through the online clutter and impacted their personal libraries of nutrition science. (Yes, it was also a rush to know our communications are working for us!)
In case you’re questioning what research… The USPB commissioned research to gain a better understanding of the role of calorie reduction and the glycemic index in weight loss when potatoes are included in the diet. This study, a collaboration between the University of California at Davis and the Illinois Institute of Technology, was published in the Journal of the American College of Nutrition on Oct. 11. Peer-reviewed, published, scientific research like this is the foundation on which the USPB builds its nutrition messaging to leverage in all its marketing.
It’s science the industry can use to support the potato’s rightful role in a wholesome and healthy diet. It’s the type of research the USPB likes to shout from the rooftops on behalf of the industry, which we did!
Immediately following publication of the research, the USPB activated a comprehensive consumer media program to publicize the great news throughout traditional and social media channels. Press release distribution to consumer and scientific media resulted in coverage on 235-plus online news outlets. One of the first resulting headlines was in U.S. News & World Report, “The Great Potato Debate: Healthy or Not?” The article discussed both sides of the Glycemic Index debate, even citing the American Diabetes Association and other experts: “… there’s no need for people with diabetes to avoid the veggie entirely. The key, they say, is portion control and again, the proper pairing of the starch with a lean protein and healthy fats.” In all, more than 26 million media impressions were generated.
The news was also distributed to more than 650 food and nutrition editors at magazines and newspapers across the country, 490 supermarket-registered dietitians (RDs) and media RDs, and 30 Potato Lovers Club bloggers. This resulted in social media posts from high-profile influencers such as The Nutrition Twins, Keri Gans, Bonnie Taub-Dix, Jill Weisenberger and more. Additionally, we featured the news in our weekly recipe email (nearly 20,000 subscribers) and on the Potato Goodness digital media properties, including www.PotatoGoodness.com, the Potato Goodness Facebook page and our Instagram page. Overall social media buzz about the study, including influencer posts, resulted in more than 236,700 combined impressions on Facebook, Twitter, Instagram and Pinterest.
Let’s keep the momentum going! As Brit Burton-Freeman, lead investigator on the study, said: “The results of this study confirm what health professionals and nutrition experts have said for years: It is not about eliminating a certain food or food groups; rather, it is reducing calories that count.” Add this information to your library of evidence about the potato’s role in a wholesome and healthy diet. But don’t keep it there—add it to your own marketing messages. It adds strength to the basics: One medium-size (5.3 ounce) skin-on potato contains just 110 calories per serving, boasts more potassium (620g) than a banana, provides almost half the daily value of vitamin C, and contains no fat, sodium or cholesterol. And, as always, if I can help to strengthen your consumer marketing program, especially with nutrition messaging, please contact me at meredithm@uspotatoes.com.