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 (USPB) is the nation's potato marketing organization. Positioned as the "catalyst for positive change," it is the central organizing force in implementing programs that will increase demand for potatoes. The USPB provides the ideas, information, tools and inspiration for the industry to unite in achieving common goals.

Headquartered in Denver, Colorado, the USPB represents potato growers and handlers across the country. Currently, there are 99 members from across the country serving on the board and directing the programs funded by the U.S. potato producers and importers.

Through consumer advertising and 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, versatility and value of potatoes.

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 includes new potato types, 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.

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