Aug 7, 2018Potato industry to sell spuds as performance-boosting
The Potato industry is making a strong statement about potatoes to demonstrate the performance-boosting benefits of America’s favorite vegetable.
Potatoes USA, a Denver-based national marketing group representing 2,500 growers and handlers, worked with its members to identify a nutrition-based lifestyle benefit that challenges consumers’ preconceived notions about potatoes. Extensive research led to a marketing strategy based on a key truth: Potatoes fuel performance.
Potatoes provide the energy, potassium and complex carbohydrate people need to perform at their best, according to a release from Potatoes USA. A medium-size, 5.2-ounce potato with the skin on has, 26 grams of carbohydrate, 620 mg of potassium – more energy than any other popular vegetable. Potatoes also contain many other important nutrients that athletes seek such as 27 mg vitamin C, 2 g fiber and 3 g complete protein.
Adequate energy intake supports optimal body functions and carbohydrate is the primary fuel for the brain and a key source of energy for muscles, according to Potatoes USA. And with the skin on potatoes have more potassium than a medium-size banana. Potassium is an important electrolyte that aids in muscle, cardiovascular and nervous system function.
“The potato undeniably works in the athlete’s favor,” said Blair Richardson, Potatoes USAPresident/CEO. “The message is clear: If potatoes can fuel elite athletes, they can fuel your active life, too.”
The campaign is being executed through a variety of mechanisms including race sponsorships—including a year-long partnership with the Rock ‘n’ Roll Marathon Series, advertising, influencer marketing, social media and industry engagement.