California Fruit and Vegetable

Tag: Potatoes USA

  • U.S. Participants for Philippines Trade Mission Selected

    The U.S. Department of Agriculture will lead a trade mission to Manila, Philippines, from April 13–16, 2026, to expand market access for American farmers, ranchers, and producers.

    This mission follows a landmark trade agreement negotiated by President Trump in July of last year, which opened new opportunities for U.S. agricultural exports to the Philippines. Deputy Under Secretary for Trade and Foreign Agricultural Affairs Michelle Bekkering will lead the mission, heading a delegation of 58 U.S. agribusinesses, trade associations, and representatives from four State departments of agriculture.

    “USDA is committed to getting American farmers, ranchers and agribusinesses better access to strong markets and fair opportunities abroad,” said Deputy Undersecretary Bekkering. “Since the Philippines is one of the fastest-growing markets in Asia, this mission will connect U.S. exporters directly with reliable buyers, strengthen our trade relationship, and help keep American agriculture globally competitive.”

    The Philippines is the tenth‑largest market for U.S. agricultural and food products, averaging $3.4 billion in annual exports over the past five years. With a population of 118 million, a rapidly expanding middle class, and strong consumer preference for U.S. products, the Philippines offers enormous growth potential for American exporters.

    During the visit, USDA’s Foreign Agricultural Service staff and regional experts will host market briefings, site visits, and business-to-business meetings with buyers from the Philippines.

    State departments of agriculture from Idaho, Kansas, Nebraska and Wisconsin will join the mission alongside the 58 agribusinesses and trade associations, which include:

    1. 7th Sky Ventures LLC – Tampa, Fla.
    2. Aerocos International Ltd – Marlboro, N.J.
    3. American Egg Board – Chicago, Ill.
    4. American Peanut Council – Alexandria, Va.
    5. Best Buy Grocers, Inc. – Sherman Oaks, Calif.
    6. BNutty, Peanut Butter – Portage, Ind.
    7. California Milk Advisory Board – Tracy, Calif.   
    8. California Table Grape Commission – Fresno, Calif.
    9. CAS InterGlobal – Pleasanton, Calif.
    10. Commercial Creamery Company – Spokane, Wash.
    11. Dairy Farmers of Wisconsin – Madison, Wis.
    12. Dragonfly Cakes – Tacoma, Wash.
    13. East-West International Group, Inc –   Moreland Hills, Ohio.
    14. Foodlinx – Brentwood, Calif.
    15. Fort McCoy Meat, LLC – Fort McCoy, Fla.
    16. Galdisa USA – Conroe, Texas
    17. Global Export Marketing Co. Ltd. (GEMCO) – New York, N.Y.
    18. Globex International – New York, N.Y.
    19. Groceries USA – New York, N.Y.
    20. Grove Services – Atlanta, Ga.
    21. Indiana Corn Marketing Council – Indianapolis, Ind.
    22. International Market Brands – Issaquah, Wash.
    23. Intervision Foods – Atlanta, Ga.
    24. Jack’s Alimentary Supply, Inc. (JASI) – Lowell, Mass.
    25. Kizable, LLC – Fort Lauderdale, Fla.
    26. MacDonald Meat – Seattle, Wash.
    27. MEM Fairway Inc. – Irvine, Calif.
    28. Nebraska Corn Board – Lincoln, Neb.
    29. North American Export Grain Association – Washington, D.C.
    30. Ocean Gold Seafoods – Westport, Wash.
    31. Pacific Cheese Co., Inc. – Hayward, Calif.
    32. PacRim Wines & Spirits – San Rafael, Calif.
    33. Potatoes USA – Denver, Colo.
    34. Prime Pecan, LLC – Ocean Springs, Miss.
    35. Raisin Administrative Committee – Fresno, Calif.
    36. Scout & Zoe’s – Anderson, Ind.
    37. Sollarom Foods – Lakewood, Calif.
    38. Southern Forest Products Association – Metairie, La.
    39. Space Enterprises LLC – The Woodlands, Texas
    40. TAG Enterprise Ltd. – Beverly Hills, Calif.
    41. Tomex Foods Group – Lombard, Ill.
    42. Tranect LLC – Boston, Mass.
    43. Trinity Foods, Inc – San Diego, Calif.
    44. U.S. Dairy Export Council – Arlington, Va.
    45. U.S. Grains & BioProducts Council – Washington, D.C.
    46. U.S. Highbush Blueberry Council – Folson, Calif.
    47. U.S. International Foods LLC – St. Louis, Mo.
    48. U.S. Livestock Genetics Export – Mount Horeb, Wis.
    49. U.S. Meat Export Federation – Denver, Colo.
    50. U.S. Soybean Export Council – Chesterfield, Mo.
    51. U.S. Wheat Associates – Arlington, Va.
    52. United Dairy Ingredients Group LLC – Monterey Park, Calif.
    53. US Rice Producers Association – Katy, Texas   
    54. USA Poultry and Egg Export Council – Tucker, Ga.
    55. USA Pulses – Moscow, Idaho
    56. Valley Pride Ag Co. – Fresno, Calif.
    57. Virginia Distillery Co. – Lovingston, Va.
    58. Wonderful Citrus – Delano, Calif.

    In 2025, USDA trade missions connected more than 200 U.S. companies with buyers in Hong Kong, Thailand, Peru, Guatemala, the Dominican Republic, Taiwan and Mexico, generating projected 12‑month sales of $125 million. USDA will continue expanding export opportunities in 2026 with upcoming missions planned for Australia and Vietnam.

    For more information on USDA trade missions, visit https://www.fas.usda.gov/topics/trade-missions. — By USDA Foreign Ag Service

  • USDA Launches TRUMP Mission to Vietnam to Expand Market Access for American Farmer

    The U.S. Department of Agriculture launched a Trade Reciprocity for U.S. Manufacturers and Producers (TRUMP) Mission to Vietnam this week to open new markets, strengthen export opportunities, and secure fair, reciprocal trade for American farmers, ranchers and producers.

    Under Secretary for Trade and Foreign Agricultural Affairs Luke J. Lindberg is leading a delegation representing a cross-section of American agriculture that stands to benefit from expanded access to one of Asia’s fastest-growing markets.

    “American farmers, ranchers and producers thrive when they have strong, reliable markets for their high-quality products,” said Under Secretary Lindberg. “By strengthening our trade relationship with Vietnam, we’re opening doors for U.S. agriculture, ensuring they have a fair chance to compete and succeed, and that they can bring the benefits of that success to communities here at home.”

    Vietnam has become a top destination for U.S. agricultural products. In 2025 alone, agriculture, fishery and forest products exports surged by 45% to a record $5.6 billion, making Vietnam the United States’ eighth-largest market. This mission will build on that momentum by expanding market access, connecting suppliers with new buyers, and advancing negotiations under President Trump’s strategy to deliver fair, enforceable trade for American farmers and ranchers.

    During the visit, USDA’s Foreign Agricultural Service will lead industry tours, host business meetings, and engage with Vietnamese officials to advance U.S. trade priorities and support U.S. producers. The delegation includes:

    1. California Fresh Fruit Association – Fresno, Calif.
    2. California Prune Board – Roseville, Calif.
    3. Potatoes USA – Denver, Colo.
    4. USA Poultry & Egg Export Council – Tucker, Ga.
    5. U.S. Dairy Export Council – Arlington, Va.
    6. U.S. Grains and Bioproducts Council – Washington, D.C.
    7. U.S. Meat Export Federation – Denver, Colo.
    8. U.S. Soybean Export Council – Chesterfield, Mo.
    9. U.S. Wheat Associates – Arlington, Va.
    10. Washington Apple Commission – Wenatchee, Wash.

    This is USDA’s third TRUMP mission of 2026. Later this year, USDA will return to Vietnam with a broader agribusiness trade mission to continue expanding opportunities for U.S. food and agricultural exports.

    For more information on USDA trade missions, visit https://www.fas.usda.gov/topics/trade-missions. — By the USDA Foreign Ag Service

  • Study Reveals Consumer Path to Purchasing Potatoes

    Navigating the consumer path to purchase can be complex, influenced by a countless factors. A new Potato Path to Purchase study from Potatoes USA uncovers key insights into consumer behavior and purchase patterns, offering a deeper understanding of the pre-shopping and in-store experiences that drive potato purchases. In addition to revealing the most recent data, the study provides actionable steps retailers can take to help drive potato sales.

    “Potatoes are a staple in consumers’ kitchens. They earn a place on the table whether it’s a casual Wednesday night or a Thanksgiving feast, and consumer favorability for potatoes translates to valuable opportunities for retailers,1” said Kayla Vogel, senior global marketing manager at Potatoes USA.

    Consumers note quality, price and quantity are the top three potato purchase factors.

    The Consumer Path to Purchasing Potatoes study, fielded by Nielsen IQ, found that shoppers’ path to purchase potatoes is mostly influenced by three key factors with over 90% of potato purchases being pre-planned.

    “Ranking purchase factors, freshness/quality receives the top rating, ahead of price1,” Vogel said. “For retailers, it is important to highlight freshness, including tips on how to best store potatoes at home to optimize shelf life and prevent unnecessary food waste.”

    According to the study, 84% of consumers want transparent bags1 so they can gauge freshness and quality for themselves. Vogel emphasizes merchandisers should create eye-catching displays with quality products and inspiration to try new potato recipes and varieties.

    “In-store, visual displays and inspirational signage drive influence more than discounts and promotions. As budgets tighten, people have remained loyal to potatoes. That means there are opportunities to significantly achieve scaled results through improved visibility, merchandising and cross-merchandising.”

    Potato purchasing decisions are driven by planned meals.

    Pre-store, there are numerous high-impact influences on consumer purchasing decisions, including:

    • Price and promotions in circular flyers. 
    • Recommendations from family and friends. 
    • YouTube recipes. 
    • Products in cookbooks. 
    • Shopping list apps. 
    • Ads in magazines or newspapers. 

    “Meal planning significantly influences pre-trip purchases with 90% of purchases being pre-planned,1” noted Vogel. “It’s important to integrate potatoes into recipe suggestions to optimize their inclusion on consumers’ grocery lists and prioritize pre-store touchpoints to influence consumer decisions.”

    80% of respondents plan which potato type they will buy with more than 44% going directly to the planned type in-store.

    “In-store buying decisions are predominantly swayed by point-of-purchase displays,” added Vogel. “Retailers and merchandisers can enhance the in-store experience through larger displays, secondary locations, inspirational signage and ensuring potatoes are readily accessible within the store.”

    89% of consumers believe potatoes are versatile and easily adapted to many different types of dishes.1

    “To inspire mealtime with potatoes, provide on-pack and shelf inspiration to show how potatoes can be used in the meal lineup multiple times a week without eating the same thing twice,” noted Vogel. “It’s also important to highlight new ways of using common varieties in special ways as well as expand on special occasions to increase sales.”

    1Nielsen Consumer LLC, Consumer Path to Purchase Potatoes Study 2023

    About Potatoes USA

    Potatoes USA is the national marketing and promotion board representing U.S. growers and importers. Potatoes USA, the largest vegetable commodity board, was established in 1971 by potato farmers to promote the benefits of eating potatoes. For more information on Potatoes USA’s mission to “Strengthen Demand for Potatoes,” visit PotatoGoodness.com.

  • Unearthing Opportunities in Fresh Potato Retail Sales

    While fresh potatoes are the number three seller in produce department dollar sales, retail analysts suggest there is still substantial opportunity for growth. To help grocers seize potatoes’ full potential, Potatoes USA has released a new educational series filled with fresh data and actionable recommendations.

    “Fresh potatoes are the number one selling vegetable accounting for more than 10% of all vegetable sales, but this is not their ceiling of opportunity,” said Anne-Marie Roerink, founder of 210 Analytics, LLC. “There are pockets of opportunity throughout the fresh potato category retailers can leverage to drive renewed pound growth.”

    To help retailers capitalize on fresh potato sales opportunities, Potatoes USA has created the “Powered by Potatoes” education series. Individuals can register here to access:

    • The 30-minute “Unearthing Opportunities in Fresh Potato Sales at Retail” webinar, featuring Roerink and Potatoes USA’s Director of Marketing Marissa Stein featuring exclusive retail data to help unlock opportunities in the produce department.
    • An ongoing email education program with tips to bring the webinar’s suggestions to life.

    Among the series’ recommendations:

    Win with the Big Sellers and Capitalize on Growth

    Russet potatoes generate more than 50% of fresh potato sales — a must-win performer to cement solid potato sales. But it is important to capitalize on growth drivers as well. In 2023, yellow potatoes surpassed reds as the second largest seller with a 6.7%-pound increase in 2023. This variety shows strong volume and dollar gains.

    “When it comes to capitalizing on the power of the potato, best-in-class retailers have a wide assortment that centers on Russet, yellow and reds and rounds out with smaller and mixed varieties.,” Roerink said. “Pound growth in the current marketplace is remarkable, so consider giving extra emphasis to marketing yellow, as they are trending strong now. Our data finds success in yellow across the board in bag/pack sizes and in bulk.”

    Growth in Smaller Quantities

    The 5-pound bags are the potato mainstay and represent 51% of fresh potato pound sales. However, smaller pack sizes are seeing steady growth. Roerink noted the smaller 1-<2-lb. And 2-4 lb. packs grew the most last year and now represent 12% of pound sales. Meanwhile, the larger 8-lb., 10-lb. and 10+ lb. packs have lost ground.

    There are several reasons for smaller pack sizes to have outperformed last year, including potatoes’ above-average inflation in the first half of the year, core households becoming smaller and consumers paying attention to preventing food waste at home as a chief way to save money,” she explained. “Consider a wide array of pack sizes when it comes to growing sales, including smaller.”

    Look to Opportunity Households

    Potatoes are loved by all with an 85% household penetration and few demographic differences in household purchasing statistics.

    “Potato households spend $40 per year on fresh potatoes, but some spend far more and others spend far less,” Roerink said. “The difference lies in trips per year. Boomers – especially male boomers – and large households with teens purchase potatoes far more often. They are locked in.”

    “We encourage retailers to also look to ‘opportunity households’ who do buy potatoes, but far less often,” she added. “These include one-person, Asian and Gen Z households.”

    For more data, insights and inspiration, retailers can sign up today for the education series.

    About Potatoes USA

    Potatoes USA is the national marketing and promotion board representing U.S. growers and importers. Potatoes USA, the largest vegetable commodity board, was established in 1971 by potato farmers to promote the benefits of eating potatoes. For more information on Potatoes USA’s mission to “Strengthen Demand for Potatoes,” visit PotatoGoodness.com.