New Prince Edward Island Potato Packaging should strengthen PEI Brand

Prince Edward Island potato bags have received a makeover.

The P.E.I Potato Board has spent the last couple of years researching and creating a new design with the help of a Toronto firm that specializes in packaging.

The new paper bag looks as if it's made of burlap with a logo at the centre with Prince Edward Island and a red map of the Island.

The bag includes a recipe with a photo and a short history of Island potatoes.

The bags are now on store shelves at several large retailers in Ontario and the Maritimes.

Kendra Mills, the P.E.I. Potato Board's marketing director, says the goal is to convince more Island potato producers to go with the industry bags rather than their own individual brands.

"Packaging is arguably our biggest asset. And we don't have big budgets for commercials, so this is the one thing that every single consumer takes home with them," said Mills. "Everybody knows of P.E.I. potatoes. This process is about making it easier to find and purchase and repurchase P.E.I. potatoes at a store."
 

Close-up of the new paper bag

Potato packaging from P.E.I. has been confusing for the consumer, says Boyd Rose, potato farmer, packer and past-chair of the P.E.I. Potato Board.

"I guess we, all in our wisdom, thought we could build our own brand as packing sheds and as individuals over the years plus private labels," he said. "I think the sooner P.E.I. can get to a uniform bag, the better it is to build the P.E.I. brand."

The Potato Board says it has worked hard to keep costs down and, due to a change in paper, the new bags are actually cheaper than the current industry bag.