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President ’ s Report

President ’ s Report. Tim O ’ Connor President & CEO. US Potato Board. Mission Statement: To increase demand for potatoes and potato products Long Range Goals: Increase usage of US potatoes and potato products • Expand markets

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President ’ s Report

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  1. President’s Report • Tim O’Connor • President & CEO

  2. US Potato Board • Mission Statement: • To increase demand for potatoes and potato products • Long Range Goals: • Increase usage of US potatoes and potato products • • Expand markets • • Improve the competitive position of potatoes and potato products • • Present a favorable image of potatoes to the public

  3. Industry Sector Competition • Domestic Marketing is not just Fresh • International Marketing is not just Frozen • Both programs are delivering results for the entire industry

  4. US Potato Board Mission Statement: To increase demand for potatoes and potato products International Marketing Programs are not just frozen: • Frozen • Dehy • Table-stock • Chip-stock • Seed Domestic Marketing Programs are not just fresh: • Nutrition • Food Service • Frozen • Dehy • Retail • Chip

  5. Strategy Strategy Knowing what to do is far more important than knowing how to do something well (Strategy vs. Execution) Difference between doing the right things… and doing things right

  6. Strategy forIncreasing Demand • Taking risks that others won’t or can’t • Identifying opportunities with upside potential • Metrics that measure implementation of the strategy • Focusing on what matters most to future of the industry

  7. The Industry’s Biggest Problems • Industry’s biggest problems are not sector oriented: • Demand • Obesity • Low carb diets • Acrylamide • Changing consumer lifestyles and meal preferences

  8. Metrics: Scorecards to Measure Implementation of Strategy and Tactics

  9. Metrics: Scorecards to Measure Implementation of Strategy and Tactics

  10. Metrics: Scorecards to Measure Implementation of Strategy and Tactics

  11. Metrics: What’s NewsResults from Implementation of Strategy and Tactics

  12. Metrics: What’s NewsResults from Implementation of Strategy and Tactics

  13. Metrics: What’s NewsResults from Implementation of Strategy and Tactics

  14. Metrics: Financial AcumenTracking Implementation of Strategy and Tactics

  15. Attitudes: Net Negative • The net negative score remained relatively stable in 2012 after a significant drop in 2011 • The net negative score dropped 2% pts. among Lindas PERCENTAGE WHO: Agreedthat potatoes are fattening OR Disagreedthat potatoes are nutritious OR Disagreed that potatoes are an important part of a well-balanced diet OR Disagreed that potatoes are a good food for the way I live today OR Disagreed that potatoes are a good food for the health conscious

  16. Attitudes: Net Positive (a new measure!)The Net Positive score Improved in 2012 PERCENTAGE WHO RATED POTATOES EXCELLENT FOR BEING: Healthy for you AND Convenient AND Flavorful AND Fresh Net Positive

  17. AnnualPotato Eatings • Annual potato eatings increased again in 2011 after significant gains in 2010 • Dinner still accounts for a large majority of potato eatings Annual In-Home Potato Eatings (per capita) Share of In-Home Potato Eatings* Source NET. *Share of potato eatings in ’00 = 81% dinner, 15% lunch, 4% breakfast.

  18. US Potato Exports

  19. 2010/11 Potato Exports Fresh Weight Equivalent FWE factors: Frozen 1.7, Dehy 6.5, Chips 4

  20. Why Buy US Fries? • Profitability • Superior Quality Fries • Consistent Supply Chain • US Potato Board Support

  21. 1 Kilo of Frozen Fries United States European

  22. Potato Sides on the Menu: Q3 2011 The number of potato side dish menu mentions at chain restaurants grew 3% in the last year Potato side dish menu mentions increased by 16% from Q3 2006 to Q3 2011. Source: Mintel Menu Insights Source: Menu Insights

  23. Potato Impact on Shopping Trips • Shopping trips average 10 MINUTES LONGER when potatoes purchased • TWICE as many items in the potato shopping cart • Dollar ring more than TWICE the average shopping trip +10 +169% +117% 2X Source: Perishables Group Loyalty Card Study of Produce Purchases 2010; USPB Potato Shopper Study 2011

  24. Varieties • National Fry Processing Trials (NFPT) • National Chip Processing Trials (NCPT) • USPB Chip Program Fast Track Trials

  25. National Fry Processing Trial Locations Trial sites will expand by 40% in 2012 2011 sites – WA, ID and ND 2012 sites – WA, ID, ND, WI and ME 2011 2012

  26. Chip ProgramCooperators and Test Sites USPB/SFA Trial Cooperating Breeding Programs NCPT Trial Location Fast Track/Observation

  27. Fast Track Program Seed Sale • Auction Dates: February 25th to March 2nd, 5PM CDT • Lamoka and Nicolet varieties from Fast Track seed inventory; Total of 36 lots • 100% Y1 material • 50% Y2 Nicolet • 30% Y2 Lamoka • Remaining volume utilized for pre-commercial tests in 2012 • Cornell (Lamoka) and U of WI (Nicolet) endorse the sale • Proceeds from the sale will go back into the chip program to cover some of the cost of the production of the seed Walter De Jong w/ Lamoka Nicolet

  28. Partnerships • Alliance for Potato Research and Education (APRE) • National Chip Processing Trials (NCPT) • USPB Chip Program Fast Track Trials • National Fry Processing Trials (NFPT)

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