Potatoes USA Elects New Chairman and Unveils New Promotion Strategy

Dan Moss from Declo, Idaho, was sworn in as the new Chairman of Potatoes USA at the group's annual meeting last week in Denver. Moss is the CEO of Moss Ag and Arrowhead Potato Company, a company that focuses on the fresh potato sector. He will replace John Halverson.

Potatoes USA President Blair Richardson followed up on a strategy announced last year that proclaimed it is time for potatoes to go on the "offensive".

A marketing plan under development will promote potatoes as a performance food for athletes and active people. The tag line "Potatoes - Real Food - Real Performance" was unveiled. A promotional video promoting the concept was very well received by the board and others in attendance.

Another marketing strategy will be phased out: "Spud Nation", a food truck program in the Denver metro area that battled a host of problems including a tight and expensive labor market. Franchising the concept and expansion to other cities never materialized.

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