Progressive Grocer - September 2017 - 92
over the next several months that
seeks to bring new life to Old Oak
Farms Party Potatoes.
The campaign targets seasonal occasions and celebrations, including backyard
cookouts, tailgating events, football
games and holiday parties.
Offered in a high-graphic
24-ounce poly mesh bag, Party Potatoes will feature custom resources
for each themed promotion. A
value-added marketing plan
encompasses retail shippers and
display bins, social media graphics,
banners, giveaways, and more.
"This is an exciting time for the
potato category," enthuses Shell.
"With consumers looking to try
new and innovative things, there are
more opportunities to introduce unique
As with fresh produce across the board, the locally
grown movement is alive and well in the potato
category, with more and more suppliers of branded
produce promoting the states from which everything
Dole and Bashas'
Dole Packaged Foods, of Westlake Village, Calif.,
recently teamed with Arizona's Bashas' and Food
City supermarkets to offer two area elementary
schools a comprehensive Captain Planet Foundation (CPF) Learning Garden.
Atlanta-based CPF is a grant-making
foundation that has funded more than 2,000
hands-on environmental education projects
with schools and nonprofits that serve children in all 50 states and 23 other countries.
The Learning Gardens mark a first for
Bashas' and the state of Arizona, whose residents were invited to nominate their favorite
elementary schools online. The two winning
elementary schools will be revealed this fall.
Providing a context for multidisciplinary
learning that includes nutrition, science, social
studies, math and language arts, the Learning Gardens come
with lesson kits, supplies to establish a schoolyard garden,
and more. Students benefit by expanding their palates,
taste-testing healthy foods and learning about food origins.
"This program is a great opportunity to support hands-on
learning in our schools and provide students with exposure
from fingerlings to redskin potatoes hail.
Grand Forks, N.D.-based Black
Gold Farms, which grows red potatoes
in Texas, Missouri, Arkansas, Indiana, North Dakota and Minnesota, as well as sweet potatoes
in Louisiana, has developed
the "Redventure" retail
campaign, which includes
inventive recipes and
designed to raise awareness of the adventurous
side of red potatoes
from various states.
"We make sure we
partner with the state
programs, and promote
where our potatoes are grown,
as much as we can," says Leah Halverson, director,
new business development for Black Gold Farms.
"Local is no longer just trendy, it's here to stay."
Black Gold promotes local with specific packaging, Kwik Loks and social media. "These are all
inexpensive, but very effective, ways to reach the
consumer and to teach them that red potatoes are
actually grown in their state," adds Halverson.
to fruits and vegetables straight from the ground," asserts
Ashley Shick, director of communications and public affairs
for Chandler, Ariz.-based Bashas'.
Although supported by the packaged side of
the Dole business, the Learning Garden program
is an opportunity for the company to leverage its
brand recognition to encourage young children
to eat more fresh produce.
"It's a wonderful way to enlighten kids about
fruits and vegetables and the environment," notes
Marty Ordman, of Dole International. "The
kids are so excited to get their hands dirty
and plant things. We'll see 7-year-olds who
have never touched a radish or beet in
their lives, but if they grow and harvest it,
they can't wait to eat it."
Moving forward, Dole plans to work with
retailers across the country to plant two to five
gardens in their respective regions each year.
"Healthy lifestyle choices are critical for
childhood development, and maintaining those
choices into adulthood is a key component for a long and
healthy life," affirms Shick. "As Arizona's hometown grocer, it's important for us to support hands-on education
and encourage the growth of Arizona's future generations. We look forward to continued partnerships with
Dole and the Captain Planet Foundation."
| Progressive Grocer | Ahead of What's Next | September 2017