Spudman Today - Day 1 - 2020 - 11

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www.spudman.com Tuesday, January 14, 2020
ISSUE #1 11
Grower stories, flavor key to potato sales
Consumers have created
various food groups that are
much more differentiated than
they once were. For a product
to survive changing trends
and consumer demands, it all
comes down to two things,
according to speaker Mike Lee:
flavor and a good origin story.
Lee is co-founder and coCEO
of Alpha Food Labs, a food
innovation company that helps
companies create innovation
strategies and new products
that are better for people,
planet and palate.
" The kinds of questions
people are asking aren't
necessarily about the process or
technique, " Lee said. " It's more
of 'What is this thing made of
Lee points to other
agriculture groups, like leafy
greens or the apple industry, as
examples of how stories about
growers and their innovations
can influence the success or
popularity of a product.
" Why shouldn't we celebrate
Mike Lee
and why is it important?' So,
as a grower, it really actually
serves as an opportunity for
them to kind of be the center of
attention again. "
potatoes? But the thing is, no one
outside of the potato industry is
going to make up that story and
tell that story, " Lee said. " It really
has to come from the source. It
has to feel authentic. It's going to
feel artificial if some blogger ...
says potatoes are awesome. "
While some potato growers
may have the means to focus
on marketing, Lee understands
that might not be realistic for
everyone.
" I get it. As a farmer, you've
got so many things to worry
about and the last thing you
want to hear is that you're
going to have to start a storytelling
department on your
farm, " he said.
Who can growers reach out
to vouch for the integrity and
value of their product to the
end consumer? Celebrity chefs
and top chefs in your area, Lee
said. Over the past 20 years
a shift has happened among
chefs where they are letting
the product be the star instead
of their personality.
" It's increasingly becoming
a dynamic where the chefs
are saying 'just found the best
farmer out there growing the
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Spudman Today - Day 1 - 2020

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