The Best Way to Sell a Lot of Potatoes: Breaking the recipe rut

摘要

LINUS PAULING FAMOUSLY SAID, "The best way to have a good idea is to have a lot of ideas." And, if we may paraphrase Mr. Pauling, the best way to sell a lot of potatoes is to have a lot of recipe ideas. We know from USPB research consumers like serving potatoes to their families, but often feel they are stuck in a "potato rut"—using the same three to four methods of preparing potatoes over and over again. When we ask consumers what would motivate them to serve potatoes more often, the No. 1 responsewe receive time and again is, "Give me a new idea for preparing them." We also know potatoes are a highly planned purchase—according to the latest USPB shopper study, 91 percent of fresh potato purchases were intended before a consumer ever walked into the store. If we link these two facts together, we can confidently state one of the most effective ways for increasing the frequency of putting potatoes on a shopping list is giving consumers more ideas for using potatoes while still at home.