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 The
MEXIPAN Trade Show is one of the most important events for the Mexican
bakery industry. As such, the United States Potato Board (USPB) recently
participated in this trade show, providing information and technical
materials about the use of US dehydrated potatoes (dehy) in bakery
applications.
 The
event was conducted at Mexico City’s World Trade Center, August 27-30, and
attracted over 20,000 visitors representing baked-goods processors, midsize
to large-scale bakery chains and traditional small bakeries. At the USPB’s
booth, 414 visitors registered to receive additional information, and 133
received samples of different US dehy products, including standard potato
flakes, fine potato flour, shredded potatoes, potato dices and sliced
potatoes.
Among the visitors were representatives from Kraft Foods de Mexico, SAM’s
Club Mexico, Soriana-a supermarket chain, PABISAN S.A. de C.V.-a midsize
bakery processor and Hotel Nikko Mexico. All received samples and
information about bakery applications of US dehy products. Comercial
Mexicana-a supermarket chain, Dawn Mixco-a baked goods processor, and two
restaurant chains—Konditori and Toks—all requested visits from the USPB
Mexico Engineer to learn more about US dehy applications in bakery and
foodservice.
Most of the visitors were chefs, master bakers, purchase managers, general
managers and company owners. Two companies in Monterrey and Mexico City are
interested in becoming local distributors of US dehy products.
In addition to exhibiting at MEXIPAN 2008, the USPB sponsored a conference
with American Institute of Baking (AIB) International’s Brian Strouts.
Strouts, who is the Head of Research and Technical Services at AIB,
delivered a presentation titled “US Dehydrated Potatoes: Higher Yield and
Nutrition at Lower Cost.” In this presentation, he showed the results of
USPB funded AIB research evaluating the effects of adding dehydrated potato
products to muffins and the resulting processing and finished product
quality. Forty-two bakery professionals attended this conference and had the
opportunity to sample muffins made with US dehy and compare these with
muffins made from a standard recipe without dehy.
 Both
the USPB presence at MEXIPAN and the AIB study demonstrate, once again, the
USPB Dehy Marketing Program’s Long Range Plan (LRP) objectives of:
• Building a foundation of technical knowledge and information regarding the
benefits of utilizing US dehy in a variety of applications
• Providing education and training about US dehy where needed and
appropriate
• Increasing the number of channels in which dehy is utilized
• Assisting importers and distributors to assure availability of US dehy in
all target markets
• Communicating opportunities and information to processors
Contact: David Fairbourn
Manager, Industry Communications & Policy
United States Potato Board
303-873-2331
david.fairbourn@uspotatoes.com
David Fairbourn is Manager, Industry Communications & Policy, at the United States
Potato Board in Denver. The mission of the USPB is to increase demand for
potatoes and potato products through an integrated promotion program,
thereby providing US producers with expanding markets for their production.
David can be contacted at 303-369-7783 or david.fairbourn@uspotatoes.com.
For complete information about the programs, ROI results, resources and
tools available to all members of the industry through the USPB, please
visit www.uspotatoes.com. The United States Potato Board -- Maximizing
Return on Grower Investment.
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