The Hispanic market presents a unique and dynamic landscape for the Potato industry. While the demand for Idaho potatoes is strong within the Hispanic Community, brands must gain a deeper insight of Hispanic consumer preferences and purchasing habits to effectively connect with this valuable consumer base.
Abasto Media interviewed Ross Johnson, Vice President of Retail and International at Idaho Potato Commission, to uncover the hidden gems of the Hispanic potato shopper and explore how the industry can best serve their needs.
Johnson’s insights within IPC reveal that the Hispanic potato shopper is a valuable and discerning segment. They prioritize quality, value, and versatility, recognizing the Idaho Russet as the ideal potato for its ability to absorb flavors and adapt to diverse culinary applications within Hispanic cuisine. By understanding these preferences and leveraging data-driven insights, the Idaho Potato Commission can effectively cater to the unique needs of this growing market segment.
Furthermore, the company can strengthen its relationship with Hispanic consumers through strategic partnerships with retailers, community outreach programs, and culturally relevant marketing campaigns that resonate with this vibrant and influential demographic.
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Display for Hispanic Chains
“In Hispanic chains, the potato set is like a mountain of potatoes. They turn over the display multiple times a day. You don’t see that in typical grocery stores,” said Johnson.
This observation highlights the strong demand for potatoes in the Hispanic market and the importance of robust displays in meeting this demand.
Idaho Potatoes are Healthy and Versatile
Johnson emphasized the health benefits of Idaho potatoes: “Only Idaho potatoes are heart-healthy certified by the American Heart Association and certified by the American Diabetes Association as part of a healthy diet.”
They contain complex carbohydrates, which require more time for the body to break down, leaving people feeling full longer. Hispanics, potatoes, and healthy eating go together, prioritizing and satisfying nutrition and flavor.
Potato Lovers Month
During Potato Lovers Month, in February and March, the Idaho Potato Commission encourages retailers to engage with customers.
Sale materials surrounded by balloons, custom signage, and other decorations show how fun it is to eat potatoes, especially in Hispanic formats.
“Visiting our Hispanic Retailers is an entire experience from the second you step foot into one of their stores. Seeing our Idaho branding pushes us to be more creative, like the stores, to continue to collaborate with their goals of increasing sales,” shared Johnson.