Educating the other half of Americans about Red Potatoes

According to Nielsen FreshFacts data, the fresh potato category finished 2015 with sales volume off -2.2% with the largest-selling type down -3.2%.

But red potatoes, the second-largest seller, bucked the trend by finishing the year slightly ahead with volume rising 0.4%; bagged red potatoes grew even faster, with volume sales up +1.2%.

Red potatoes rang up 23.3% of all fresh potato dollars, and accounted for 26.8% of all units of fresh potatoes sold. So why do red potato sales continue to grow while other potato types decline?

Red potatoes boast a much different flesh and skin than the largest-selling potato type. Red potatoes have a “waxy” texture that holds its shape after cooking, making red potatoes the preferred potato type for use in soups, stews and potato salads. In addition, the thin skin on red potatoes does not require peeling, not only saving time during cooking preparation but enlivening the finished recipe with a colorful rosy hue. And a study published in the Journal of Nutrition found that “colorful potato varieties do contain more antioxidants. For example red [flesh! PP] and purple potatoes provide anthocyanins, which are thought to be responsible for the health benefits of many berries.”

These are just some of the reasons why recent research by the United States Potato Board found that consumers who describe themselves as people who enjoy cooking and food – a segment the USPB calls “food enthusiasts” – are 20% more likely to be using red potatoes than other consumers. But Nielsen data reports that slightly less than half of U.S. households regularly buy and consume red potatoes, creating a classic “half-full glass of water” situation for this popular but-not-yet-discovered-by-everyone potato type. What does the other half of Americans need to know in order to embrace red potatoes?

This is why Black Gold Farms has launched our “Get REDucated” program, helping to inform & educate the other half of America about the many benefits of red potatoes. We’re letting consumers know that in addition to their thin, rosy-red skins and nutritional advantages, red potatoes have a smooth, creamy white flesh that is firm, moist and slightly sweet which always cooks up tender and delicious!

Roasting is a wonderful way to prepare red potatoes – healthy, flavorful and convenient. And roasting is on the rise, particularly by younger consumers and people who enjoy more interesting and adventurous spices and seasonings. One of the ways that we are “REDucating” consumers is urging them to discover roasted red potatoes by giving them recipe suggestions like our red potato Wedgies. They are a fun, flavor-packed and irresistible finger food – perfect for get-togethers and Big-Game viewing parties.

Let us know what you love about red potatoes, so that we can educate your neighbors who haven’t caught on yet.

Or if you are one of those who aren’t already enjoying red potatoes, tell us what else you’d need to know in order to give them a try.

Take it from America’s largest dedicated red potato grower/packer/shipper – you’re missing out on something terrific!