Board Members of the National Potato Promotion Board approved a new name for its agricultural promotion group. During the Board’s 44th Annual Meeting at the Broadmoor Hotel in Colorado Springs, Colo., they voted to change its name from the United States Potato Board to Potatoes USA. This far-reaching update comes on the heels of the organization’s newly created mission and strategic plan, which were also approved at the meeting.
According to its updated mission statement, Potatoes USA exists to “strengthen demand for U.S. potatoes.” It is a global champion for U.S. potatoes, representing 2,500 family farms growing more than 600 varieties of potatoes. Potatoes USA promotes U.S. potatoes in all forms including seed, fresh, frozen, chipping and dehydrated products, striving to make potatoes exciting to consumers. The organization works to create positive change in the industry through innovative, collaborative and inspiring approaches in marketing, education and research.
The new strategic plan for Potatoes USA includes the collective input of over 450 members of the U.S. potato industry, Potatoes USA staff and the Board’s agency representatives from around the world. Thoughts, ideas, wants, needs and desires were presented and documented over an 18-month period beginning in the summer of 2014.
With access and utilization of over $6 million in USDA funding annually, Potatoes USA works in more than 20 countries around the world. Exports of U.S. potatoes have experienced significant growth over the past 30 years and now account for 18 percent of U.S. production.
“In the United States, Potatoes USA is the leading organizer of potato nutrition, research, education and varietal development,” said Potatoes USA president and CEO Blair Richardson. “We will have a positive impact on long-term demand, consumer awareness, research efforts and utilization of our potatoes by foodservice and retail operators, consumers and other entities.”
“Potatoes USA is ready to fight for the future of this industry and will take an aggressive approach in doing so,” said newly elected Potatoes USA chairman Mike Pink. He is one of the 2,500 growers represented by Potatoes USA and grows potatoes in Pasco, Wash. “The potato is an essential part of the American diet and should be something people can enjoy with pride. With its new strategic plan, mission and business name, Potatoes USA is prepared to lead the way.”