Tapping into the U.S. Potato Board’s current Five Distinct Potato Seasons campaign, the Colorado Potato Administrative Committee is spotlighting Centennial State spuds in several consumer-oriented promotions throughout 2013.
Starting with the January-February Nurture Me segment of the USPB yearlong consumer-direct platform, CPAC is touting the versatility of Colorado potatoes, which rank in the top three vegetable crops grown in the state.
In its own proactive move in 2012, the USPB defined five potato seasons, starting with fall’s Back-on-Track and moving into the holiday season's Plus-Up Potatoes. The remainder of this shipping season will focus on Nurture Me in January and February, and then moving into Spring Ahead in March, April and May, followed by Lighten Up in late May through August.
Uppermost in the campaign’s efforts is reaching Linda, a composite consumer who represents the target audience, a female 25-54 years old with kids younger than 18 at home. Linda and her family account for 40 percent of all fresh potato consumption.
CPAC will dovetail its consumer message to reach Linda, and illustrating the nutritional, physical and psychological values of Nurture Me is Olympic figure skater and CPAC spokeswoman Rachael Flatt, who shares some of her favorite potato soup and other potato comfort food recipes with consumers.
Ms. Flatt and her parents, Jody and Jim, pursue a number of outdoor activities and show how a healthy lifestyle that includes good nutrition and exercise are of benefit. Two of the diminutive skater’s favorite wintertime dishes are cheddar potato corn chowder from the Soup’s On recipe series and tangy smashed potatoes — both of which cross generations with their good-feel appeal.
As the seasons change in 2013, CPAC will give consumers more insight into specific qualities and unique uses for Colorado-grown spuds.
“Spring Ahead” delves in to uses for potatoes in lighter dishes that include sides and salads developed by chefs. Jason Morse, well-known Denver chef and owner of 5280 Culinary, has worked closely with CPAC on several projects in the past decade and has developed a line of spices that fit perfectly with grilling and with potato preparation.
During Lighten Up in the summer months, CPAC will show the many uses of Colorado potatoes in outdoor cooking and eating as well as in vegetarian entrees.
CPAC Assistant Director Linda Weyers said the more than 100 varieties of potatoes grown in Colorado include russets, reds and yellows, as well as the nutritional standout Purple Majesty and a wide array of fingerlings and other specialties.
CPAC’s social media links to Facebook, Twitter, Pinterest and LinkedIn are all tools to reach consumers and can be accessed on the committee’s web site, www.coloradopotato.org. The updated site also features other consumer-related tabs and for allied industries.