For the first time ever, one recipe won both the Buyers’ Choice and Kids’ Choice awards in the Sensory Experience Contest at the just-concluded PMA Fresh Summit in Orlando, Florida. Chipotle Red Potato Lettuce Cups, a delicious and daring recipe submitted by Black Gold Farms, was recognized by both judging panels as the most delectable dish from an impressive field of 45 entries received by PMA. The double award win ignited a winning weekend for Black Gold Farms, who unveiled their new REDVENTURE campaign to rave reviews during the Fresh Summit Expo.
Black Gold Farms’ booth really delivered on their REDVENTURE theme, with bold graphics, rustic fixtures and savory samples including the award-winning Chipotle Red Potato Lettuce Cups as well as Papas Rojas Bravas with Saffron Aioli. The fourth-generation family owned & operated potato grower/packer/shipper demonstrated their commitment to hands-on involvement firsthand, as the four family members who represent the company’s senior leadership cooked up potato samples all weekend long and then dished them out to appreciative attendees.
Proprietary research conducted by Black Gold Farms found that more than 5 out of 6 red potato users report enjoying adventurous or interesting foods, and two-thirds of red potato users agree that red potatoes go better with adventurous cuisines than do any other potato types. These insights inspired Black Gold Farms’ year-long REDVENTURE campaign, which celebrates the vibrant connection between adventurous recipes and red potatoes while helping retailers to engage shoppers and build sales with exciting ideas, compelling activities and attention-getting merchandising support.
Retailers who stopped by the Black Gold Farms’ booth got their first look at the REDVENTURE campaign, and learned how periodic updates will keep the promotion seasonally-relevant and fresh. Enthusiastic responses from retailers both large and small reinforced the potential that the REDVENTURE platform has for driving red potato sales at retail, and many commented that only Black Gold Farms possessed both the marketing commitment and the focus on red potatoes to be able to implement a promotion like REDVENTURE.
“The reaction to our REDVENTURE rollout has been overwhelming” said Leah Halverson Brakke, Director of New Business Development for Black Gold Farms. “We received a terrific response to our planned marketing support and to the adventurous red potato recipes themselves, which demonstrates how well the REDVENTURE approach will be received by shoppers. And most encouraging of all, we have seen more retailers embracing the idea of promoting their red potatoes as a separate entity, allowing a potato type that continues to outperform the category to be set loose to realize its full potential.”
All of the REDVENTURE recipes and videos can be found at www.blackgoldfarms.com, and many more will be added in the coming months. Retailers who would like to learn more about the REDVENTURE campaign and how they can benefit from Black Gold Farms marketing support for red potatoes should contact Leah Brakke Halverson at email@example.com