Two years ago, the United States Potato Board (USPB) launched an umbrella marketing campaign called “SMAPO,” otherwise known as the Smart Potato Campaign, in Japan to highlight and promote the use of U.S. frozen and dehydrated potatoes in new foodservice menus. As part of the ongoing promotion, a Trend Development Seminar with the overarching theme of “World Potato Dishes” was hosted. Nearly 100 representatives from quick-service restaurants (QSRs), family dining restaurants (FDRs), importer/distributor organizations, retailers, wholesalers, caterers, hotel restaurant institutions (HRIs), Japanese press and media companies, manufacturers, and even the U.S. Embassy in Japan Agricultural Trade Office (ATO), attended this event Nov. 19, 2014, at the Hotel InterContinental in Tokyo.
This World Potato Dishes Trend Development Seminar was a Japanese tribute to the many different types of cuisines utilizing potatoes around the world.
Mashed potatoes as a comfort food in the United States, gnocchi potato noodles from Italy, shepherd’s pies from the United Kingdom and aligot—a dish made from melted cheese and mashed potatoes from France—are but a few recognized examples. A trend toward slight luxuries continues to be popular in Japan as a result of changes in demographics, economic trends and lifestyles. This has led to the concept of brunches and other light meal occasions at Japanese dining tables, which bring new opportunities for U.S. potatoes.
Exploring these opportunities, 10 new menu items and four new meal concepts were presented at the Trend Development Seminar. Emphasis was placed on being true to the flavors of foreign cuisines, while also being mindful toward Japanese sensibilities of how foods first need to be pleasing to the eye, to truly be savored and enjoyed.
Working to create a “New Boom” meal concept in Japan, three potato sliders using U.S. waffle-cut fries were introduced: garlic grilled chicken sliders (Thailand), deep-fried prawn sliders with sour sparkling lime sauce (Thailand), and cream cheese and avocado sliders (Mexico). The menu lineup also featured new-to-Japan menu concepts of chicken and potato pot pie and popover sandwiches, both from the U.S.
Other “Ethnic Taste” potato concepts featured okoy—mixed vegetable and seafood patties (Philippines), and potato and vegetable curry samosa (India). Suman patatas, or potato cakes with coconut milk (Philippines), were also created for the idea of enjoying potatoes with sauces and flavored dips from around the world. The global dips included: ajillo dipping sauce (Spain), Indian curry-mango dipping sauce (India) and adobo sauce (Philippines).
The “Breakfast Menu” concept featured U.S. mashed potatoes topped with a coddled quail egg and dash of spinach patterned after a trendy new U.S. breakfast dish from California. To inspire new potato “Party Menu” concepts, “spudachos,” a Mexican-American inspired recipe, replaced tortilla chips with American tater tots.
Enthusiasm for U.S. potatoes showed after the seminar. Ninety-six percent of the participants said the seminar was informative with positive comments including:
- “U.S. potatoes can be turned into value-added menu items due to their versatility in different dishes and familiarity to the Japanese in general.”
- “The presentation about world trend potato dishes was excellent. This information, especially ‘the next booms,’ can be applied to my business.”
- “Sliders match Japanese eating preferences due to their bite size. It is interesting to use potatoes instead of bread buns.”
Overall, participants gained new ideas and said they can create potato menu items which will become popular in their foodservice businesses.