Much more than a side dish: EarthFresh revolutionizes the market with its Butter Potato Program
By EarthFresh
Despite their incredible versatility and compatibility with endless dishes, the potato is the unsung hero in any cook’s repertoire. This vegetable rarely receives the recognition it deserves, and is treated as the ever-dependable side dish, there only to complement the main and provide the starch and sustenance, never demanding the spotlight.
Trust EarthFresh to rewrite the script on that front. With the launch of its Butter Potato program, the company is introducing a range of butter-rich potatoes bred to perform. From chefs to retailers, and all the way down to everyday cooks, the feedback on these creamy spuds has been overwhelmingly positive.
Committed to innovating and developing varieties with strong consumer appeal, the company counts itself among the leaders of private potato breeding companies in North America. Its team of seed breeders, agronomists, food scientists, and packaging specialists undertakes thorough research to ensure the development of the best possible products.
EarthFresh's Butter Potato Program–an effort ten years in the making
With EarthFresh’s recent acquisition of Mountain King, the company inherited the roots of the Butter Potato program, which was already well-established in the market. The company saw the potential for elevating the program to another level.
As the name suggests, the program takes pride in the unmistakably rich, buttery flavor that accompanies each option. Still, each variety demonstrates its own unique characteristics.
The Butter Golds, with their brilliant yellow flesh, display a velvety smooth texture and full-bodied flavor. They are an exceptional choice for everyday cooks and seasoned chefs alike.
The creamy character of the Butter Reds is subtler and more delicate in flavor. This variety shows those characteristics beautifully, whether roasted, steamed, or even in a salad. Also, the contrast of red skin to rich golden flesh creates a visually striking presentation.
As for the silky-soft qualities of the Butter Russets, they have a particular affinity for elevating the comforting classics of mashed potatoes, baked dishes, and perfectly crispy fries.
Together, these three options provide chefs with the range of flavors, textures, and visual appeal, as well as consistent performance and versatility they demand. And, naturally, each variety imparts a rich, buttery flavor that elevates any meal.
Grown in the perfect spot for spuds
Another distinct selling point for the Butter Potato line is EarthFresh’s commitment to producing 100% all-natural products. Originally developed in the Netherlands, the company found that the Butter Potatoes thrived in the ultra-clean, high-altitude growing environment of the San Luis Valley in Colorado.
Innovations like this have propelled the program forward. Once confirmed that these conditions produced superior tubers in all its varieties, the company has since expanded its growing region to other parts of North America.
A great product demands great marketing
Innovations are not limited solely to the product. EarthFresh understands that the program requires brand appeal and an active, strategic promotion to entice consumers. This is why the company continuously assesses and refines all the elements that contribute to the product profile.
The packaging, for example, has been revamped to improve the product. The result: light-blocking bags designed to preserve quality and taste. Eye-catching graphics on the bags give them greater in-store presence, while the bag’s mesh back allows consumers to see the product firsthand.
The company also pairs attractive packaging with widespread in-store promotional efforts and active social media engagement to help further drive education and conversion.
Most unique is EarthFresh’s Kwik-Lok program, an online platform that extends the consumer-retailer relationship and brings the brand’s benefits into the home. By simply scanning the QR code on the Kwik Lok tag, consumers can access chef-inspired recipes, tasting and texture notes for different varieties, learn about where the product was grown, and even register ratings to track their favorite potatoes for future reference.
Likewise, the program helps keep retailers top-of-mind by using an education and engagement strategy that aims to build loyalty towards the brand and, by extension, the retailer, encouraging repeat visits.
Trend spotting driven by research and data
EarthFresh is also doubling down on collecting data to help retailers identify where the market is moving. While the proof is on the plate for culinary artists like Chef Yann Nury, retailers are also recognizing the benefits of products with strong placement strategies designed to bolster the bottom line.
Consumer trends indicate a strong preference for yellow potatoes, with sales more than doubling over the past eight years, from $284 million to $598 million.
The willingness to pay a premium for yellows is also clear, as this variety carries a +56% premium to russets. Yellow potatoes now represent 16% of potato sales, a significant increase from the 10% they accounted for in 2016. Notably, when positioned alongside standard 5lb bags of russet and yellow potatoes, the Butter yellows drove +18% incremental sales.
IMI International’s research findings are also a powerful affirmation of the Butter Potatoes’ appeal and potential. A recent study revealed that over 80% of consumers indicate intent to purchase these potatoes. Clearly, Butter Potatoes are the innovation American consumers have been waiting for.
Sensibly, sustainably
The Butter Program is a natural outgrowth of a company committed to sustainable practices. Since its founding, EarthFresh has consistently aimed to provide the freshest, highest-quality produce, while ensuring it is grown with absolute care and respect for the environment.
Even the packaging adheres to these standards by minimizing the company’s ecological footprint.
As EarthFresh can attest, it takes time to produce the perfect potato. And in fact, one potato can’t be everything to everybody. But to select from three beloved varieties, each with an unparalleled depth of buttery taste–that could be the perfect solution for chefs, retailers, and potato lovers of every kind.
However they’re served, wherever they’re paired, the Butter Potato program is preparing to stake that claim on the plates of the nation.
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