In effort to raise awareness of the health benefits of potatoes, showcase recipes and boost consumption of the vegetable, the Prince Edward Island Potato Board launched a marketing campaign anchored around PEI-native and Olympic gold medalist Heather Moyse.
Marketing initiatives, which are now in store and on-line, feature branded bag packaging complete with tear-away recipe cards and nutritional information, cooking video vignettes with Ms. Moyse and a local chef, and promotional speaking engagements with Ms. Moyse.
Ms. Moyse will be at the Canadian Produce Marketing Association Trade Show in Calgary April 11-13, unveiling the new bag packaging and speaking about her journey as a brand ambassador and Canadian athlete.
In addition to winning her bobsleigh gold medal at the Vancouver 2010 Olympics, Ms. Moyse has represented Canada in rugby and cycling competitions.
“The combined efforts of our new marketing campaign are designed to entice and educate the consumer on the benefits of the potato,” said Greg Donald, general manager of the Prince Edward Island Potato Board. “As we move into the spring and summer seasons, there is no better time than the present to remind Canadians of Prince Edward Island potatoes.
“Engaging Heather Moyse as an ambassador for our brand was an obvious choice,” he added. “In addition to her Islander status, Heather’s achievements demonstrate how a healthy balanced diet including potatoes can contribute to optimal physical strength and endurance.”
As a means to further educate the public about potatoes, the board features a web site (www.peipotato.com
) geared toward consumer interaction, complete with teacher resource guides. It also includes dozens of delicious low-calorie, gluten-free recipes, and the site also boasts recipes from celebrity chefs Gordon Bailey and Michael Smith.
“Canadians have a huge appetite when it comes to vegetables big on nutrition,” said Kendra Mills, marketing director of the Prince Edward Island Potato Board. “At only 100 calories and offering more potassium than a banana, a medium-sized potato is a perfect source of nutrients. It’s no wonder that potatoes are inching their way onto the scene of culinary curators across the country.”
Prince Edward Island is Canada’s largest producer of potatoes, with approximately 330 growers in the province. While 44 percent of the Island’s crop stays in Canada for consumption, 35 percent is shipped to the United States and 21 percent goes out to 28 other countries around the world.
Rich, sandy, red soil that is high in mineral content, along with long, cold winters create ideal growing conditions for potatoes from Prince Edward Island.
Source: PEI Potato Board