More and more, food companies are noting that locally sourced products are becoming increasingly important for today’s shopper. They say consumers are hungry for fruits and vegetables that are grown nearby, and also factor in environmental sustainability when making purchases. With that in mind, Canadian-based, grower/shipper/packer Thomas Fresh has recently launched a unique line of exclusively Alberta-grown potatoes.
“We have been bringing Canadian potatoes to market for decades, but recently we’ve highlighted an ongoing need for shoppers to buy local on a more centralized level. Consumers are looking to take the idea of ‘locally sourced’ a step further by directly supporting the provinces they reside in,” Roy Hinchey, CEO of Thomas Fresh explains.
The company said that current research findings suggesting that 96 percent of shoppers who buy local products do so to support neighboring growers, and 87 percent believe buying home-grown is important for environmental sustainability.
“Our Thomas Fresh head office is located in Calgary, and we have close-knit relationships with our Alberta growers. We know that the marketplace wants local, however quality and availability of product is integral. With our Alberta potatoes we have united local with premium quality in a great looking product that is readily accessible,” says Hinchey.
Locally Sourced and Sustainable
Thomas Fresh partner growers work exclusively with the company’s potato varieties. Growing both seed and fresh potatoes in addition to selling to retailers centrally within Alberta allows for an integrated system based on geography, it said, adding that over time, a reduction in shipping during various steps along the supply chain generates a smaller carbon footprint and maximizes product lifespan of potatoes.
Telling a Story through Potatoes
Alberta Potato bags are designed to express a story with a look that showcases the history of the Western Canadian province’s heritage through rustic cowboys on a prairie landscape. “The food we eat is so closely integrated with where we live. Our aim, with our unique product appearance, is to remind shoppers that they are feeding their families with Alberta grown potatoes sourced from local growers” explains Andrea Dubak, Marketing Specialist. “Potatoes are as ingrained in our heritage as other food staples, such as Alberta beef. Potatoes have been grown in Alberta since the first settlers arrived and were essential in our province’s growth in the foundational years. This vegetable is part of our identity as Albertans and we are honoured to highlight this connection,” Dubak describes.
New Alberta potatoes varietals including yellow, white, red and russet potatoes are now available in recyclable, 5- and 10-pound bags across Alberta.
Thomas Fresh CEO Roy Hinchey and the company's new Alberta line of potatoes