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Nutrition education remains at fore of CPAC’s consumer marketing efforts

Continuing in its direct-to-consumer marketing campaign, the Colorado Potato Administrative Committee will again dovetail with the U.S. Potato Board’s promotional efforts.

Linda Weyers, assistant director of CPAC, said, “Our goal is to educate consumers on the fact potatoes are very nutritious and also non-fattening, and we will be coordinating our message with the USPB’s ‘Hungry Girl’ campaign starting this fall.”

For the 2012-13 shipping season CPAC tuned its message to the Potato Board’s “Five Distinct Potato Seasons” promo, using Colorado potatoes as a prime example of how versatile, nutritious and delicious spuds can be.

“We have Olympic figure skater Rachael Flatt continuing as our spokesperson for 2013-14,” Weyers continued. “Rachael will be in our social media presentations, and we are looking to use recipes she and her mother, Jody, especially like.”

CPAC employs Facebook, Twitter and Pinterest to broadcast its message, and Weyers said, “Our social media presence is growing. Racheal Werner, our marketing and administrative assistant, works on both of our Facebook pages as well as our Twitter account and our Pinterest boards.”

Werner, a 2013 graduate of Adams State College in nearby Alamosa, CO, has a degree in agriculture business and is at home in the IT atmosphere at CPAC. Weyers said that holiday promotions through the social media sites are now being planned by herself and Werner.

“We have about 500 followers on Facebook, and the number grows steadily,” Weyers said. “Our Pinterest presence is also pretty amazing, with our potato recipes being reposted more than 20 times. And Racheal tries to post every day.”

In reaching consumers, CPAC will also use food shows, including PMA Fresh Summit and regional opportunities in and near Colorado. The committee has a long-established relationship with the Colorado chapter of the American Culinary Federation, with chefs attending shows and participating in the annual Colorado Potato Festival in Monte Vista.