 |
The California New Potatoes (CNP) marketing program revolves around one simple concept: new means fresher.
Potatoes are an interesting fresh crop in that the vast majority of potatoes marketed in the United States are done so out of storage. California potatoes, however, from the Kern
County district have always been a fresh potato, dug, packed and shipped without moving into cold storage.
Mary Lu Waddell, marketing director for CNP said the group was organized in 1995 by Kern County growers and shippers in response to two recognized needs of the Kern County potato industry: 1) fostering unity and cooperation for the benefit of the new, never stored potato industry; 2) promotion of fresh potatoes under the widely used consumer term -- new potatoes. The Kern Produce Shippers Association (KPSA) is the official information source for California New Potatoes.
As such, KPSA and CNP have developed a Q&A sheet for California new potatoes, among the questions are the following:
Q. Are all small, round, thin-skinned potatoes actually "new" potatoes?
A. No. "New" is not a variety but a stage of growth. Size, color, and shape do not signify newness. A new potato is one that has tender skin and has just been harvested. Once stored, a potato is no longer new no matter
how small, what color, or how thin-skinned. All potatoes marketed under the California New
Potato Label are fresh-harvest and have not been stored.
Q. What is the season for California New Potatoes?
A. The season is short. California New Potatoes are available only from May through July.
Q. What kind of California New Potatoes are available?
A. Four varieties of new potatoes are marketed as California New Potatoes -- Norkotah Russets, Yukon Golds, Round Reds, and the prized White Rose Potato, sometimes called a Cal White or Long White.
Though California new potatoes typically have a short season, the season is getting longer. In fact, Waddell said growers and shippers belonging to Kern Produce Shipper Association have recently created a program to promote year round availability of fresh, new potatoes and to distinguish them from storage potatoes. Of course, not all of the potatoes will be grown in Kern County but they will be marketed from the region as "new" potatoes.
Operating under the marketing banner of California New Potatoes, the program embraces these simple messages:
- New potatoes are the new crop of any potato.
- Truly fresh, new potatoes are harvested when their flavors are at their peak.
- Size isn't necessarily an indicator of newness.
- A new potato is a thin-skinned, young potato of any variety.
- Because new potatoes have not yet matured and converted their natural sugars to starch, they always have a lowstarch content and waxy texture.
California
New
Potatoes
What:
New, fresh potatoes, of any variety sold
from the ground not from storage.
When:
Peak May thru July, but attempting year-
round shipments.
Merchandising Tip:
Give your customers an option; some will
pay the higher price new potatoes
command
Selling Point:
Thinner skin, fresher taste.
|
While the new potato designation is used extensively in the produce industry, Waddell said a surprising number of retailers do not have a good handle onjust what makes a potato a "new" potato. Waddell said CNP endeavors to educate retailers about "new potatoes so they, in turn, can educate consumers. "We want the consumers to know there is an option and to have an opportunity to buy new, fresher potatoes."
Typically potatoes are a low priced item sold in five or 10 pound bags for a very low price. Waddell said new potatoes are somewhat different and try not to compete by price, at least early in the season. Typically it is a little bit higher priced potato, but Waddell said its freshness and taste deserve a higher price "and a lot of consumers are willing to pay for that."
Because it is a relatively small group, CNP does not have a large marketing budget. It does however exhibit at a number of trade shows in an effort to push its point to retailers, other distributors, and even chefs, including the Fresh Produce and Floral Council Produce Expo & Seminar (June 13) and the trade show for the International Association for Culinary Professionals.
|
