About the United States Potato Board

Mission Statement

"The mission of the United States Potato Board is to increase demand for potatoes and potato products through an integrated promotion program, thereby providing U.S. producers with expanding markets for their products."

History

The United States Potato Board was established in 1971 by a group of potato growers to promote the benefits of eating potatoes. Recognized as an innovator in the produce marketing industry, the USPB was one of the first commodity groups to promote its product "generically" and to develop a nutrition label approved by the USDA and FDA. Headquartered in Denver, Colorado, the USPB represents 6,000 potato growers and handlers across the country.

Currently, there are 109 members from across the country serving on the Board and directing the programs funded by the U.S. potato producers and importers.

Through consumer public relations, nutrition education, foodservice marketing, retail and export programs, the USPB strives to educate consumers, retailers and culinary professionals about the convenience, good nutrition and versatility of potatoes.

In 2004, at the height of the Atkins phenomenon, the USPB launched the most comprehensive nutrition campaign in its history. Backed by extensive nutrition research, the campaign included consumer and foodservice advertising, publicity and influencer outreach. One of the highlights of the campaign was the debut of the Healthy Mr. Potato Head balloon at the Macy's Thanksgiving Day Parade. More than 63 million Americans watch parade on television each year, and hear NBC and CBS commentators deliver the healthy potato nutrition message, bringing the total media impressions to over 130 million annually.

What's Ahead?

The United States Potato Board has resolved that future growth will come from innovation and new consumer-based offerings developed from research. Innovation that includes new potato varieties, more convenient packaging, new retail and foodservice products, dynamic merchandising and marketing, and new healthy and ethnic menu concepts that will drive increased potato usage across all markets. Recognizing the critical role that professional chefs play in menu and product development, the USPB continues to expand its foodservice program, focusing on chef outreach and education.

Contact Us

United States Potato Board
7555 E Hampden Ave #412
Denver, Colorado 80231
Phone (303) 369-7783
Fax (303) 369-7718
Websites: www.potatogoodness.com, www.uspotatoes.com