DENVER, CO - Experts suggest that the potato category is primed for retail growth. In response, Potatoes USA has released a new educational series filled with fresh data and actionable recommendations.

“Fresh potatoes are the No. 1 selling vegetable accounting for more than 10 percent of all vegetable sales, but this is not their ceiling of opportunity,” said Anne-Marie Roerink, Founder of 210 Analytics, citing Ibid. “There are pockets of opportunity throughout the fresh potato category retailers can leverage to drive renewed pound growth.”

To help retailers capitalize on fresh potato sales opportunities, Potatoes USA has created the “Powered by Potatoes” education series. Individuals can register here to access:

• The 30-minute “Unearthing Opportunities in Fresh Potato Sales at Retail” webinar
• An ongoing email education program with tips to bring the webinar’s suggestions to life

According to a press release, Russet potatoes generate more than 50 percent of fresh potato sales—a must-win performer to cement solid category sales. However, Potatoes USA emphasizes that it is important to capitalize on growth drivers as well. In 2023, yellow potatoes surpassed reds as the second largest seller with a 6.7 percent-pound increase in 2023, the release noted. This variety shows strong volume and dollar gains.

“When it comes to capitalizing on the power of the potato, best-in-class retailers have a wide assortment that centers on Russet, yellow, and reds and rounds out with smaller and mixed varieties,” Roerink said. “Pound growth in the current marketplace is remarkable, so consider giving extra emphasis to marketing yellow, as they are trending strong now. Our data finds success in yellow across the board in bag/pack sizes and in bulk.”

The 5 lb bags are the potato mainstay and represent 51 percent of fresh potato pound sales. However, smaller pack sizes are seeing steady growth.

“There are several reasons for smaller pack sizes to have outperformed last year, including potatoes’ above-average inflation in the first half of the year, core households becoming smaller, and consumers paying attention to preventing food waste at home as a chief way to save money,” she explained. “Consider a wide array of pack sizes when it comes to growing sales, including smaller.”

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