Consumers, Health/Nutrition/Food Safety, North America, Promotion/Marketing, Trends

Potatoes USA change the spud story as new ‘fuel for athletes’

Potatoes are no longer just those beige, lumpy things you were served up as a kid. A new marketing campaign focusing on real science is attempting to change the spud story by billing it as a vital ingredient to your workout/diet plan and a fuel for athletes. Potatoes USA, an organization for America’s 2,500 commercial potato growers, teamed up with Sterling Rice Group (SRG) to develop a series of short digital spots touting the tagline: “Potatoes. Real Food. Real Performance.” “The potato undeniably works in the athlete’s favor,” said Blair Richardson, Potatoes USA president and CEO. “The message is clear: If potatoes can fuel elite athletes, they can fuel your active life, too.” The brand has conducted extensive research on the benefits of potatoes and found that most people don’t consider it a performance food and are surprised to learn of its nutritional benefits. Read more

Editor & Publisher: Lukie Pieterse


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