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Horticultural Crops

Smart Potato Campaign Rebrands U.S. Potatoes as Global Ingredient

10/21/2016

 

Attachment pg 11b Success Stories

 

JP pg 11

Three years ago, the U.S. Potato Board (USPB) launched an umbrella marketing campaign in Japan called “SMAPO,” otherwise known as the Smart Potato Campaign, to promote the use of U.S. frozen and dehydrated potatoes in new foodservice menus. The objective was to reposition U.S. potato products as a nutritious and innovative base for all types of menus. The resulting new business has created new growth avenues in what was once a maturing market that saw U.S.