USPB Works Towards Regaining Market Share Lost During Ports Labor Disputes

The unfortunate slowdown in the West Coast Ports from last October through February really affected U.S. potato exports and frustrated many long-time international customers who were unable to get U.S. potato products during the crisis and went else where. Since then, the United States Potato Board has been focusing several marketing programs to bring international customers back to U.S. potato products. USPB Chief Marketing Officer John Toaspern shares more about rather unique a social media marketing program in Japan.
Toaspern: “We made some very interesting videos that create a nostalgic look back for adults in Japan about how much fun they have had and how important U.S. fries have been since they grew up and trying to get them to think about those again. So it is a consumer focus program to increase demand for frozen fries at restaurants in Japan.”
Toaspern credits the industry for realizing what needed to happen to regain the lost market share.
Toaspern: “The important thing is that U.S. potato growers saw the need to do this and acted, and put this additional funding towards it. Then our reps have done an amazing job of implementing activities that have been effective in getting companies to switch back to U.S.”