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US Potato Board launches Spud Nation™ Food Truck Venture

US Potato Board launches Spud Nation™ Food Truck Venture

The very first Spud Nation™ Food Truck

January 27, 2016
The United States Potato Board (USPB) unveiled its first Spud Nation™ Food Truck at POTATO EXPO 2016, in Las Vegas, Nevada.

This is an entirely new, proactive and aggressive demand-building approach for potatoes.

USPB President and CEO Blair Richardson unveiled the Spud Nation Food Truck at the conclusion of the “If You Can See It, You Can Be It” luncheon keynote address.

Richardson explained to industry members how food trucks will provide valuable demand-building opportunities for the U.S. potato industry saying “by 2017, food trucks will be a $2.7 billion market according to the National Restaurant Association.

Currently food trucks are only reaching about 50 percent of the U.S. population, but it’s one of the fastest growing market segments in foodservice, and several sources reveal there are huge opportunities for the future. Seventy-one percent of Americans polled in a recent survey indicated they are comfortable buying meals from food trucks. We need to be a leader and trend setter in this rapidly changing environment.”

After an entertaining curtain drop reveal of the food truck, fondly dubbed “Bettie”, industry members eagerly gathered around the truck for walk-through inspections, “kicking the tires” and to learn more about this new USPB experiential marketing vehicle.

Interior of the Spud Nation Food Truck

The state of the art food truck is a dynamic and interactive “billboard” for the 2,500 families involved in the potato industry, showcasing the potatoes they grow, the recipes they create, and taking the products directly to consumers where they live and play.

Current and future Spud Nation food trucks are much more than mobile advertising. This venture enables the USPB to do new activities, such as partnering with other industry groups in unveiling and rotating innovative new product launches. Spud Nation will have direct contact and actual consumer interaction at many levels. The USPB will have data on new, exclusively featured products to share with the industry.

This food truck enterprise will also enable the USPB to carry its message to market and leverage the messaging and health benefits of potatoes. At first, it will be a small, yet extremely visible and growing part of the USPB marketing programs but one that is scalable for future growth.

Vibrant Diner Target

Food trucks appeal to consumers called “Vibrant Diners.” This target consumer trends heavily toward millennials who are male and influence other consumers. Influencing other consumers is how trends often begin in the food world. The millennials in this target consumer groung range in age from 18-34. Vibrant Diners live in higher income households with annual income averaging $70,000 and 52% with college or advanced degrees, and 57% employed full or part-time.

Vibrant Diners are adventurous eaters who favor potatoes. They have 5.2 average weekly potato meal occasions, while the general population eats potatoes 4.1 times a week. They are frequent diners who often eat on the run. They prefer fresh foods over frozen or canned alternatives, but are on the lookout for quick and easy meal options.

(Click to enlarge)

Spud Nation Food Trucks will launch with these nine menu items - made with a vast array of U.S. potato products.

In their dining experiences Vibrant Diners are looking for variety and adventure. Food truck menu offerings fulfill this need with potato dishes drawn from the Board’s programs in 23 countries around the world. Vibrant Diners choose tasteful food options, caring more about indulging food cravings over making healthy mealtime selections.

Spud Nation will engage consumers with globally inspired potato dishes they have never seen or considered before.

Spud Nation Objectives

Spud Nation assumes $250,000 in total revenues per truck, annually. The best food trucks produce $500,000-$750,000 in total revenues annually so there is potential to earn above $250,000 per truck.


Spud Nation trucks will launch with nine menu items made with a vast array of U.S. potato products.

Log on to www.spudnation.org to learn more about the Spud Nation Food Truck.
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Potatoes USA - until recently named the United States Potato Board (USPB) - is the nation’s potato marketing organization. Potatoes USA is the central organizing force in implementing programs that will increase demand for potatoes.
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