While russet potatoes remain a staple in pantries, grower-shippers say consumers are broadening their taste for spuds and taking home some specialty varieties as well.
“Across the category, we're seeing expanded interest in specialty potatoes, whether that's colored reds and yellows or smaller potatoes valued for convenience and diverse cooking uses,” says Carissa Olsen, president and CEO of NoKota Packers, Buxton, N.D.
The trend reflects consumers' desire for variety and restaurant-inspired meals at home as well as retailers marketing specialty potatoes as premium, she says.
“At NoKota Packers, we support these trends by offering a range of sizes and varieties and partnering with Fresh Solutions Network to offer brands like Side Delights to meet specialty demand in multiple bag sizes,” Olsen says.
Eric Beck, who serves as director of marketing for Wada Farms Marketing Group LLC in Idaho Falls, Idaho, has observed the same trend.
“We continue to see steady interest in convenience, consistency and value,” he says. “While russets remain a staple, there is ongoing interest in yellow potatoes and select specialty items, particularly when supported with strong merchandising.”
Consumers are seeking dependable quality and easy meal solutions, according to Beck.
“Packaging that communicates usage, flavor profile and value helps drive trial and repeat purchases,” he adds.
Wada Farms' selection of specialty and value-added potato options includes microwavable Easy Bakers, tray packs, foil-wrapped tray packs and a mini bite-sized potato program branded as Smalls, he says.
Yellow potatoes have experienced steady growth in demand over the past few years at Idaho Falls-based Eagle Eye Produce, says Coleman Oswald, director of sales.
“As prices have come down, retailers have been able to push more volume by expanding pack sizes,” he says, adding that the company has seen a noticeable increase in sales of 8-pound bags.
“We've also seen larger potatoes being offered to consumers with new specs, like ‘baker size,' giving consumers access to restaurant-sized potatoes at home and more options in the potato aisle,” he says.
Some retail customers of Crystal, N.D.-based O.C. Schulz & Sons are reporting an increase in sales of yellow potatoes, says David Moquist, an owner. The company offers yellow and red potatoes exclusively from October through May.
“I believe specialty potato movement would be greater if russets, reds and yellows were priced closer to par,” he says.
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NoKota Packers tailors its variety offerings to buyer needs, Olsen says.
“This year, we have our standard red and dark red Norlands, and we also have Sangre and Pontiacs for our later-storing red varieties,” she says.
Columba, Miva and Musica are the firm's primary yellow potato options.
The company typically ships about a 60/40 split of bulk versus consumer packs, she says.
“The growers had a pretty good growing and harvest season,” Olsen says. “In turn, the quality reflects that. Our red varieties had very good color, and the yellows yielded well.”
Wada Farms has made ongoing investments in packing and grading technology to support quality, food safety and pack flexibility, Beck says.
“We continue to refine our branded and private-label programs to align with retailer needs and consumer expectations,” he says.
The company offers a full lineup of conventional and organic potato varieties, including russets, yellows, reds and chippers, Beck adds.
Eagle Eye Produce offers red, yellow and russet varieties out of its Idaho Falls warehouse, “which is a real differentiator for our program,” Oswald says.
“Quality has been great overall this year with a balanced size mix across the board,” he adds.
The company markets potatoes year-round by rotating through key growing areas in the western U.S., he says.
