Potato & Onion promotion on “Create Mealtime Magic” tote bags

Custom-printed tote bags have been developed through a unique partnership between the United States Potato Board (USPB) and the National Onion Association (NOA). Urging shoppers to “Create Mealtime Magic”, these colorful totes include positive messaging for potatoes on one side and onions on the reverse, and each gusset features one of two different recipes prepared using both vegetables.

“By displaying potatoes and onions in these highly visible tote bags, we were able to increase produce awareness, as well as provide our customers with the added convenience of a ‘grab-and-go’ opportunity,” said Chris Mooney, Vice President, Fresh Foods for BGC. “We are glad to note the tote bags increased sales for a product where sales growth is rare, and we are pleased with the results of the pilot program.”

A pilot program conducted by the USPB/NOA with Tyler, Texas-based Brookshire Grocery Company confirmed the effectiveness of “Create Mealtime Magic” tote bags at driving incremental potato and onion sales in 79 test stores. During the six week pilot, stores merchandised with the tote bags realized $36 more per store/week (+6.5%) in bulk potato sales and $82 more per store/week (+7.5%) in bulk onion sales, as measured by Nielsen Perishables Group. Beyond just bulk sales growth, the entire category of potatoes and onions also benefited from using the tote bags, with overall sales of potatoes climbing $76 per store/week and onions rising $90 per store/week. All in all, an investment of less than $6 per store/week in tote bags created incremental joint category sales in the test stores of $166 store/week – an exceedingly strong return on merchandising investment.

“Create Mealtime Magic” Home-Toter® craft paper bags are available exclusively from Package Containers, Inc. (PCI). USPB and NOA have negotiated discounted pricing for potato and onion industry members, who should contact their respective organizations for more information. Industry members and their retail customers are encouraged to collaborate with each other in order to take full advantage of this novel merchandising tool and realize the maximum sales benefit to both of these produce categories.