USPB International Table-Stock Program Opens Vietnam Market for US Fresh Potatoes

After two years of market development by the United States Potato Board (USPB) International Table-Stock Program, the US potato industry is reaping the rewards of this investment, effort and commitment in Vietnam. 

The first ever commercial shipment of US table-stock potatoes, containing russet, red, yellow flesh and purple potatoes, arrived in Ho Chi Minh City on Friday, September 21, 2012. 

“This first container, of just over 14 metric tons, will help open the doors for future table-stock potato exports,” said John Toaspern, USPB International Marketing Vice President. “Importers in Vietnam currently have import permits allowing them to bring in US table-stock potatoes through December, and the USPB will help them find US exporters to meet this demand.” 

The USPB began working in Vietnam immediately following the opening of the market to US fresh potatoes in July 2010. To begin the program, the USPB conducted market research using Market Access Program (MAP) funds to develop an understanding about consumer usage, attitudes and behaviors towards different types of potatoes. 

Research revealed consumers are aware of potatoes grown throughout Vietnam and China, but are not familiar with US potato varieties. During the first two years of the table-stock program in Vietnam, the USPB met with the trade to establish contacts and generate interest in US table-stock potatoes. Trade visits were made to local retailers, importers and foodservice operators to introduce US potato varieties, their characteristics, quality and versatility. 

The USPB used USDA Quality Samples Program (QSP) funds to send sample shipments with different types of US table-stock potato varieties to Vietnam to showcase at food shows and chef events, including Food and Hotel Vietnam (FHV)—an annual tradeshow widely regarded as an important growth catalyst for food and hospitality businesses for the rising markets of Vietnam and the greater Indochina. 

“These events helped the USPB reach hundreds of chefs from restaurants, catering companies, hotels and resorts throughout Vietnam,” said Sarah Reece, USPB International Marketing Manager-Table-Stock. “These chefs and other professionals showed interest in the different varieties, colors, shapes and textures of US table-stock potatoes. They were impressed and unanimously agreed US table-stock could be beneficial for their restaurants and businesses.” 

US potatoes were also packed and sent to 1,033 restaurants, hotels, food catering services, supermarkets and wholesale dealers. These sample packs were sent with information about each variety so they could be used in cooking trials. A survey to understand each end user’s needs was also included. US Russet, Red, and Yukon Gold potatoes were the varieties that generated the most interest from local end users. 

The USPB participated in the FHV show in September 2011, in Ho Chi Minh City. Trade show visitors were excited about the table-stock potato variety display which featured six different US varieties. As a result of this event, chefs and retailers began asking their importers about finding US potatoes. 

The USPB also used MAP funds to organize a Reverse Trade Mission (RTM) for fruit and vegetable importers from international markets, including Vietnam, in October 2011. During this RTM, the group toured growing operations in Idaho to see harvest, packing facilities and storages. Seeing potatoes being harvested and packed gave importers confidence in US potato quality. The group also enjoyed meeting growers and learning about their operations. The RTM provided an opportunity for Vietnamese importers to meet with US exporters and build relationships. 

Source: United States Potato Board (USPB)