P.E.I. Potatoes: Canada's Gold Standard
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P.E.I. Potatoes: Canada’s Gold Standard
Potatoes remain best-selling side dish in
foodservice
“The Root of They’re familiar, satisfying, easy-to-eat and
easy-to-love
Innovation” The power to add tremendous nutritional
value to any meal / entrée they’re paired
with
Key to building gross profit margins because
so few vegetables are so well loved; offer
consumers such great shopping dollar value
Is there any more truly innovative and
breakfast, lunch or dinner versatile vegetable
(or fruit) than potatoes
Potatoes make a delicious, healthy “canvas”
for creating big-ticket sides, starters, small
plates, salads and even center-of-the-plate
dishes – opportunities for retailers to play
this up at point-of-sale / in weekly flyers
Encourage shoppers to tap into new,
intriguing potato varieties, shapes, colours
and flavours – and tap into Canada’s
favourite vegetable
Buying & Storing Potatoes at
Retail
Potatoes are great “storers”; ideal storage condition is
somewhere dark, cool and ventilated (7-10°C) in retail
backrooms
Do not expose potatoes to…
Light – green cast on potatoes
Warmth – causes potatoes to shrivel, sprout, lose nutrients &
moisture
Cold – causes black lines or spots; also causes starches to
convert to sugars which changes cooking qualities
Buying & Storing Potatoes at
Home
Store properly to keep fresh! “Green” or sprouting potatoes
Store in a well ventilated place Green on the skin of a potato is a
optimally between 45°F and 50°F build-up of a chemical called Solanine
If stored at room temperatures, (a natural reaction to the potato being
potatoes will last 1-2 weeks exposed to too much light that
produces a bitter taste and if eaten in
Colder temps (as in a refrigerator) large quantities, can cause illness)
cause a potato’s starch to turn to sugar
resulting in a sweet taste and If there is slight greening, pare
discolouration when cooked away the green portions before
cooking and eating
Avoid areas that reach high temps
(beneath the sink or beside large Sprouts are a sign that the potato is
appliances) or receive too much direct trying to grow; store potatoes in a
sunlight or incandescent light cool, dry, dark location that is well
ventilated will reduce sprouting
Perforated plastic bags and paper bags
offer best environment for extending Cut the sprouts away before
shelf-life cooking or eating the potato
Don’t wash potatoes before storing;
dampness promotes early spoilage
Potatoes & Health: Good News for Your Business The more your customers know about the vital and economical role potatoes can play in a balanced diet, the more likely that they’ll purchase (frequently) so they can feel great about enjoying (PEI) potatoes they love
Usage Innovations with
Potatoes – Cooking Classes
Demonstrate that potatoes are an
essential building block for
healthy menu innovation and a
canvas for contemporary menu
innovation
Actively engage leading chefs in
creating next generation of
potato menu items – beyond
baked, fried and mashed
Healthy Potato Suggestions
Keep a Light Touch: Fat-Free Richness:
On their own, potatoes are lean & In creamed/puréed soups and
healthful sauces, rich textures & flavours
usually associated with butter &
It’s the add-ins that tip the cream (without the fat!) can be
healthy/nutritional scales achieved by substituting potatoes
Portion & Perception: Healthy Toppings:
You don’t need to super-size to Offer a variety of lighter toppings
satisfy for baked potatoes, fries or chips
Because potatoes are hearty and that are big on flavour and low in
comforting, a smaller size/serving fat
portion goes a long way
Healthy Potatoes – Messaging
There are plenty of great ways at-home chefs
can make potatoes even more flavourful and
appealing without tipping their nutritional
balance
Replace butter in mashed potatoes with olive oil,
broth, yogurt, or full-flavoured, fat-free
ingredients like wasabi or chilies
Mash potatoes in their own jackets, since many
nutrients lie just below the skin
Prepare oven-baked “skinny fries” with cooking
spray and a sprinkling of coarse salt
Offer healthy toppings for baked potatoes, fries or
chips, such as salsa, yogurt-based sauces, roasted
vegetables, sun-dried tomatoes, olive spreads,
signature barbecue sauces and fresh herbs
5 Key Marketing Opportunities
for Retailers*
Opportunity #1: Give Shoppers suggestions and new ideas for serving potatoes more
often
With more than 9 out of 10 potato purchases being planned, retailers can generate much greater sales over the
long run by working to increase consumption, and likely enhance shopper loyalty in the process. The key to
getting fresh potatoes in the shopping cart more often is getting them on the shopping list more often.
Opportunity #2: Attract potato shoppers to increase sales around the store
Potato shoppers are tremendous assets to every retailers, ringing up twice the sales as compared to non-potato
purchasers and spending an incredible 10 extra minutes shopping with making meals in their mind. Retailers
can capitalize on this by showcasing potatoes’ compatibility with foods in high-margin perimeter departments
and throughout the store, and by suggesting potato pairings that spur additional purchases during those 10
bonus minutes. Shoppers with fresh potatoes in their basket / cart purchase 30% MORE foods than non-
potato shoppers. Other foods fresh potato shoppers are more likely to purchase include: onions (2.6X higher
than average) as well as peppers, tomatoes, fresh beef, fresh chicken, fresh pork and butter / spreads (all
approximately 2X higher than average).
Opportunity #3: Feature potatoes regularly and highlight their value
When preparing for a trip to the supermarket, potato shoppers are well organized, seek out savings and are
strongly influenced by their families. In short, potato shoppers want to please their families while feeling
smart about their food purchases, so retailers should constantly reinforce what good value potatoes are while
reminding shoppers of how much their family enjoys them.5 Key Marketing Opportunities
for Retailers*
Opportunity #4: Use potatoes as a pillar in meal solution programs
While in the store, potato shoppers are actively engaged and seeking meal ideas, enjoying the shopping
occasion as they look for a new idea to bring back home to their families. Retailers can capitalize on this
behaviour by providing potato inspirations throughout the store, and featuring potatoes prominently in their
meal solution programs to encourage increased consumption which in turn leads to more frequent purchases.
Opportunity #5: Make the potato table / display an in-store destination
Shoppers generally find potato displays to be well organized but falling far short on providing the information
and ideas that would inspire increased purchases and consumption. Yet potatoes have arguably more upside
potential than any other vegetable, as research has repeatedly found that consumers are open to serving
potatoes more often but crave new recipes and ideas for serving them. This is why potatoes deserve an
exemption from produce department policies that discourage the use of prominent signage or informative
packaging in order to fully realize the category’s sales potential.
The implication for retailers is to move from merely being organized to actively providing inspiration to
potato shoppers. Retailers must re-engineer the potato section / displays to become a hub for dispensing
information on nutritional benefits and the differing qualities of potato types, while motivating their shoppers
with recipes, preparation tips and serving suggestions
(*Source / study courtesy of: United States Potato Board)4 Key Areas for Increasing
Fresh Potato Sales at Retail*
Opportunity #1: Increasing purchase intent by communicating nutritional benefits
In a recent USPB study, while only one in six shoppers know about all of potato’s nutritional benefits, two out
of three shoppers said that they’d be more likely to purchase fresh potatoes after learning their nutritional
values. And the just released Burton-Freeman study has confirmed that potatoes can be included as part of a
healthy weight management regimen, as it’s the calories and not the carbohydrates that count. Using
circulars, in-store signage and potato packaging to let shoppers know about how healthy potatoes are can
drive added sales and profits for retailers…
Opportunity #2: Triggering in-store purchase decisions
Ethnographic studies have found that inspirations for meal ideas while shopping tend to come from the meat,
fish and prepared foods areas rather than the produce department. Given that the strongest purchase
influencer for potatoes is when shoppers see a display or other visual cue, one of the most effective ways for
retailers to encourage incremental potato sales is by utilizing signs or recipes outside of the produce
department to remind shoppers of just how much they enjoy potatoes. And this should be easy, because
Canadian consumers pick potatoes as their favourite vegetable more than any other!4 Key Areas for Increasing
Fresh Potato Sales at Retail*
Opportunity #3: Increasing usage through appreciation of potato types and their
favoured uses
When shoppers use more than one type of potato, they purchase and consume more fresh potatoes overall.
By increasing shoppers’ knowledge of the differing qualities, characteristics and best uses of potatoes, retailers
can elevate shoppers’ perception of potatoes as “special” and help them to view potatoes as being more
valuable. This in turn gives consumers a reason to buy and use more than just a single type, and helps to
motivate the purchase of multiple types during a single shopping trip. The most effective way for retailers to
educate their shoppers about potato types is with point-of-sale signage OR by taking advantage of the potato
packaging itself.
Opportunity #4: Suggesting convenient and innovative ways to prepare & serve
potatoes
Consumers increasingly want dinners that go from prep to table in 30 minutes or less. But there remains a
large percentage of consumers who still think that fresh potatoes take too long to cook. The desire for
convenience has driven a large percentage increase in the use of microwaves for preparing baked potatoes;
equally sales of smaller size potatoes is also increasing because they cook faster while providing the
opportunity to serve a natural starch as quickly & easily as rice or pasta. To take full advantage of shoppers’
interest in convenience, retailers should showcase value-added potato offerings like steamable bags and
microwaveable baking potatoes while using in-store signage and circulars to remind shoppers of convenient
potato preparation techniques like slow cookers and microwaves.
(*Source: United States Potato Board)What’s Standing In the Way of
Increasing Fresh Potato Sales?*
Shoppers love the taste of this fresh, healthy and most affordable produce item that can be
prepared and enjoyed in countless ways – so what’s holding shoppers back from buying
and eating fresh potatoes more often?
Preserve Potato Quality
Shoppers want potatoes to be free from bruises, disease and discolouration. Since potato quality cannot be
improved after harvest, the goal shifts to slowing down loss of quality. Bags tossed onto displays and stacked
high to reduce the amount of times a display might have to be worked in / filled during the day hampers
rotation, can cause excessive bruising, and reduce air circulation which shortens fresh potato shelf life.
SOLUTION: Ensure that fresh potato stocks are rotated every day. When restocking, pull all remaining
potatoes to the front of the table / from potato bins and restock with the newest items behind / on the
bottom. Do not stack potatoes too high on table displays as this reduces air circulation and makes proper
rotation more difficult. As a rule of thumb, there should not be more than 30% of the day’s inventory
remaining at the end of any given business day (but allow up to 50% for promotional items).What’s Standing In the Way of
Increasing Fresh Potato Sales?*
Shoppers love the taste of this fresh, healthy and most affordable produce item that can be
prepared and enjoyed in countless ways – so what’s holding shoppers back from buying
and eating fresh potatoes more often?
(Don’t) See The Light
Clear packaging and excessive exposure to light encourage greening – and shoppers shun green potatoes!
SOLUTION: Limit light exposure to reduce the incidence of greening. Keep potatoes in their shipping boxes
to avoid light in the backroom, turn / redirect lights away (if possible) from potato table displays, and cover
potatoes at night or when consumer traffic is low. Always ensure that any green potatoes are immediately
removed from the display table, bins or skid displays.
Keep Potatoes Dry and Not Chilled
Avoid merchandising potatoes in the wet rack or in refrigerated displays. Wet potatoes are more prone to
disease and greening, and refrigeration changes the taste profile of potatoes – especially smaller ones like
fingerlings and petites. When consumers find potatoes with condensation in the bag / wet bags, 1 in 5
shoppers will avoid purchasing that product.
SOLUTION: Relocate product off wet racks and refrigerated displays to maintain table, bin and skid quality
and integrity to ensure optimal quality.What’s Standing In the Way of
Increasing Fresh Potato Sales?*
Shoppers’ Lack of Potato Knowledge
USPB research shows that shoppers are confident when purchasing and preparing russet potatoes, but less
comfortable when it comes to other potato types. Studies have found that yellows and whites are often
confused, with just over one-half correctly identifying them.
SOLUTION: Educate shoppers on the differing qualities of the potato types that you carry, and offer
suggestions on how to prepare them in order to spur added sales.
Associates’ Lack of Potato Knowledge
Potatoes are not often seen as the most important category in the department by produce associates, and they
are not always educated on the differing potato types, their nutritional benefits or how best to prepare and use
them. Worse, fresh potatoes are sometimes treated like a commodity, indicating to your shoppers that there
isn’t much difference between the types, origins, or brands that are stocked / listed on your store order guides
(or for that matter, between the potatoes that your competitors are carrying).
SOLUTION: Equip your produce associates with proper training and useful information about fresh potatoes,
including how to respond to the questions shoppers ask most frequently. And avoid the “commodity stigma”
by always merchandising all brands in your potato category in an organized an organized fashion.
(*Source: United States Potato Board)Improving Potato Category
Shrink at Retail
Provide the right assortment of products based on store demographics and market
trends, to ensure the right products are available on a store-by-store basis
Merchandise based on how the consumer shops the category, and allocate the
appropriate sales-to-space ration, so the ideal amount of product is placed on display
Move / redirect lighting away from potato displays (if possible)
In non-24 hour stores, cover potato set at night; this is especially important for bulk
and specialty potatoes
Maintain only the required amount of potatoes on display; do not overstock
Order the appropriate amount of product; take full advantage of every fresh produce
delivery to your store; this is especially important for specialty and value-added
products which may not move with the same velocity as larger sized (paper) bags
Offer split-cases when possible (for small volume / small footprint stores)
Utilize store demographics to identify the appropriate assortment mixPurchasing / Marketing the
Right Potato Varieties
Wet textured potatoes (e.g., for creamy Dry textured varieties (e.g., for fluffier
mashed potatoes, boiled potatoes, or for mashed potatoes, dry baked potato,
use in potato salads, soups or stews): scalloped potatoes, or fries):
Superiors (round/white flesh) Russet Burbank (long/white flesh –
Norland (round/dark red skin/ outstanding AP potato!)
white flesh) Goldrush (long/white flesh/
Fabula (round/yellow flesh) tremendous flavour characteristics)
Saxon (round/white firm flesh; Yukon Gold (round/yellow flesh)
excellent flavour) Innovator (long/yellow flesh)
Kennebec (round/white flesh) Russet Norkotah (long/white flesh
Chieftain (round/red skin/white – primarily baking)
flesh) Shepody (long/white flesh)
Others… Others…A Variety for Every Need
P O TA TOES
VA R I E
FRESH TIES.
F R E S H I D E AS.
4 5
Russet Burbank Superior 6
Goldrush Kennebec
3
1
Yukon Gold Shepody
Atlantic AC Chaleur 2
Norland Ranger Russet
1 4
Russet Fingerlings
The most widely used potato variety in the U.S. High in starch; light and fluffy Firm, waxy and flavorful, these small, slender potatoes are finger-size (2–4 inches
when cooked; ideal for baking, mashing, frying and roasting. in length) and come in different shapes.Varieties are grown in every color—red,
Fresh idea
Innovator Chieftain
gold, yellow and purple—with flavors like those of their larger cousins.
Big-Flavored Oven Fries—Tap into on-trend ethnic flavors by drizzling russet
wedges with olive oil and dusting with seasonings like Spanish smoked pimentón,
Fresh idea
Finger-Food Fingerlings—Roast fingerlings whole with olive oil, fresh herbs and
Japanese shichimi pepper blend or Cajun blackening spices.
coarse salt; serve as a shared appetizer with hot sauce and blue cheese dressing
2
or garlic mayo for dipping.
5
Red
Eva Dakota Pearl Rosy red skin and white flesh. Firm, smooth, moist texture; well suited for salads,
roasting, boiling and steaming. Round reds are often referred to as “new potatoes,” Blue/Purple
but the term “new” technically refers to any variety of potatoes that is harvested Originated in South America; now becoming popular in the U.S. Subtle, nutty
before reaching maturity. flavor and flesh ranging from dark blue or lavender to white. Microwaving best
Fresh idea preserves color, but steaming and baking are also recommended.
Penta Norvalley Fresh idea
Roast Reds for Salads—Instead of boiling red potatoes for salads, try roasting
them, whole or cut up, to intensify their flavor and bring out their sweetness. Then
add vinaigrette or a mayo-based dressing.
Red, White and Blues—Combine blue potatoes with whites and reds in salads or
roasted medleys to make all three colors “pop.”
3 6
White Yellow
Round and long whites are medium in starch level, with a creamy texture. They hold
Russet Norkotah Many others…
Widely used in Europe; becoming increasingly popular in the U.S. Dense, creamy
their shape well after cooking. The ultra-versatile round white can be used in most
potato preparations.
texture and golden color mean you can use less or no butter for lighter presenta-
tions.
Fresh idea
“Borrowed” Potato Salads—To create signature potato salads, just toss cooked
Fresh idea
white potatoes with dressings and ingredients “borrowed” from other salads, e.g., Smashed Potato “Cakes”—Cook yellow potatoes till tender, then press under a
Caesar dressing and grated Parmesan; or ranch dressing, chopped egg and bacon heavy saucepan to flatten. Roast or fry until golden and serve with a signature
crumbles. sauce, dressing or seasoned mayo.Russet Burbank
“Its Roots”: 1874 (original breed – Utilization:
L. Burbank, Santa Rosa CA) Long type; light to heavily
netted russet brown skin;
“The Gold Standard” due to its white flesh; attractive
excellent processing and eating appearance
quality; ideal multi-purpose potato High total solids (starch)
Excellent for baking and
Late to very late maturity; requires French frying; very good
uniform moisture and long
for boiling and mashing
growing season to produce
maximum quality tubers Long dormancy; stores
well
Availability: October/November Chief markets: fresh (all-
through July of each year purposes); processing for
French friesRusset Goldrush
“Its Roots”: 1992 (cross-bred Utilization:
from ND450-3Russ x Lemhi Excellent for baking and
Russet – North Dakota State boiling; very good for
University) French frying if processed
from harvest or short-term
Tubers are usually smooth and storage
quite uniform with very few Very white flesh, texture
external or internal defects and excellent flavour make
it particularly suitable for
Mid-season maturity home and restaurant use
Medium specific gravity
Availability: October through (solids)
April/May of each year Medium dormancy; good
storability
Chief markets: fresh
market; count-carton
trade; processingSuperior
“Its Roots”: 1951 (cross-bred Utilization:
from B96-56 x M59.44 – Good to fair for boiling,
University of Wisconsin) baking and frying; excellent
for chipping
“The Early/Mid-Season
(Round) Standard”; well adapted White flesh, multi-purpose
to mechanical harvesting variety
Oval to oblong tubers that size Medium specific gravity
early; resistant to blemishes and (solids)
internal defects; smooth shape;
uniform size; smooth to lightly Short dormancy; stores
flaked buff skin well; washes excellently
Availability: October through Chief markets: early fresh
February/March of each year market; chippingUp and Coming - Innovator
“Its Roots”: 2004 (cross- Utilization:
bred from Shepody x Great tasting variety
RZ-84-2580 – The with fairly firm to floury
Netherlands) after cooking texture;
excellent (new) all-
Beautiful, large to very large purpose potato suitable
long/oblong variety; for all uses
russeted tan-coloured skin; When cooked, a perfect
pale yellow to yellowish- balance of moisture
white flesh; good resistance
to internal bruising “A Perfect French Fry”
Medium to high specific
Early to mid-season gravity (solids)
maturity Chief markets: fresh
market; processing
Availability: October
through July/August of
each yearThank You
Brad Brownsey
On behalf of the Prince Edward
Island Potato Board
www.peipotato.org
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