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New MountainKing merchandising program focuses on baby potatoes

As sales of baby Golds, Reds and Medley potatoes continue to climb, MountainKing is embarking on an aggressive program to provide its retail partners with turnkey, display-ready options aimed at driving sales of the smaller, pre-sized variety.Baby-Reds-and-Golds

“Small potatoes are under-promoted and under-merchandised,” said John Pope, vice president of sales and marketing.  “We’re working to change that narrative in a big way.”

MountainKing’s new merchandising package for its baby Gold, Red and Medley potatoes includes high-graphic sell bins featuring eye-catching oven graphics, reinforcing the fact that nearly half of all potatoes are prepared in the oven.  Single pan, 30-minute recipes for fish, steak and chicken and display-ready sleeves also are available.  Plus, all materials are customizable for specific store formats and traffic patterns.

“The merchandising package makes for a perfect meat department display,” Pope said.

According to the market research firm IRI, 2019 dollar sales for baby Yellows were up an impressive 17.5 percent, Medleys increased 9.1 percent and Reds by 0.2 percent.  Pope adds each 48-inch x 40-inch pallet space dedicated to baby potatoes generates close to $1,000 in sales lift.

Packaged in 12/1.5# Masters or 120-count bins, each mesh bag offers eight to 10 servings.  In addition to providing full visibility, the mesh bags are known to extend product shelf life.

Customer surveys by MountainKing provide further evidence of the growing popularity of the baby potatoes and their 1.5-pound meshed, see-through bags.

Among MountainKing’s findings:

  • 71 percent stated a preference for mesh bags
  • 65 percent of those who purchase small bags of fresh potatoes buy them every two weeks
  • 60 percent of those surveyed purchase small potatoes for their ease of preparation
  • 60 percent either roast or bake the baby potatoes in the oven

MountainKing Potatoes is one of the world’s largest growers of high-flavor potato varieties.  Currently, about 1 million U.S. households enjoy MountainKing products every week.

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