Promotions of Wisconsin potatoes are widening for the Wisconsin Potato & Vegetable Growers Association (WPVGA). Dana Rady, the association’s director of promotion, communication and consumer education, outlined the aggressive program.
To educate consumers and expand markets, the association received a grant from the Wisconsin Department of Agriculture, Trade and Consumer Protection to promote “Healthy Grown.” The trademarked Healthy Grown is certification for Wisconsin growers who produce with the application of very specific sustainability measures.
“It is not conventional nor organic,” Rady said. “It’s a happy medium between the two, and one that takes a unique approach to growing potatoes. Our sustainable farmers work with ecologists, conservationists and researchers to conserve water, prevent erosion, support native plants and animals and restore natural ecosystems, to name a few benefits. It’s a program that really sets Wisconsin apart.”
Rady said that new graphics are being created to wrap one-quarter-sized retail display bins to carry the Healthy Grown message in 2015-16.
The relatively small “bins can be put anyplace in a store without being in the way. They can be in areas that offer cross-promotion opportunities.”
Kwik Lok tags will also be used on potato bags to promote Healthy Grown and Wisconsin produce. The tags provide a bonus because retailers are not required to use another SKU.
Another new retail promotion this year is a revitalized giveaway of a Harley-Davidson motorcycle. Until a few years ago, WPVGA held a drawing from its booth at the PMA Fresh Summit to give away a Harley that was custom-painted with attractive artwork portraying the Wisconsin potato industry.
“We’re still working out the details,” Rady said, “but we’ll give the Harley away at the end of this year.”
This fall WPVGA will be creating a new television commercial that highlights growers’ responsible water use and respect for Wisconsin’s environment. It is the second of a series of TV ads. The first had a “thank the farmer” theme, with potato industry suppliers, such as truck, insurance and equipment suppliers speaking about the importance of agriculture to Wisconsin’s economy, Rady said. This commercial is being broadcast in the preseason Green Bay Packers games.
WPVGA is also involved in the creation of a 30-minute television episode with the Wisconsin grilling celebrities “Mad Dog and Merrill.” In the show, three growers speak with the hosts about agricultural practices, irrigation technology and sustainability.
This fall starts WPVGA’s second year on the road with its customized traveling billboard, the Spudmobile.
“This is a huge accomplishment,” Rady said. “The Spudmobile has been very, very busy throughout the past year, especially during summer.” Designed to promote Wisconsin potatoes and educate consumers on potatoes and agriculture in general, the sophisticated remodeled RV has eight interior exhibits. Three of these have been recently upgraded.
The Spudmobile will be widening its range in the coming year. Most of the appearances have been in state, with participation in Minnesota and at Mariano’s stores in Chicago. In the near future, appearances in other Midwestern states and more distant destinations—including produce conventions—are possibilities.
Rady said WPVGA participated in the 2015 United Fresh convention in Chicago. The association will be returning in 2016.
Other ongoing promotional and educational efforts will be a continuation of grower food safety training classes in early 2016. “We are really happy with this program, which has helped growers get on the right track in preparation for their audits,” said Rady.
Rady said the WPVGA consumer and trade websites “have a new look. The consumer site, eatwisconsinpotatoes.com, includes a database of recipes for any meal.”
In Wisconsin, WPVGA is extending the U.S. Potato Board initiative for placing potato-friendly salad bars in schools. WPVGA has already donated a salad bar to the Oshkosh school district.
“To involve our growers this year, the association will fund half the cost of each bar and will look for growers to fund the other half,” said Rady. “Not only will this help us donate more bars, it also features the growers who provide Wisconsin families with quality produce. For each bar we donate, the USPB will match those donations.”
Source: The Produce News