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A conference to harness the power of potatoes

Mon 04/04/2022 by Richard Wilkinson
Consumer Connection Conference

Potatoes will take centre stage at a general education session titled ‘Elevating The Perception & Power Of Potatoes’, during the Produce for Better Health Foundation’s annual Consumer Connection Conference (April 18-20), at the Omni Resort & Spa Montelucia in Scottsdale, Arizona, US. The event will showcase the many ways potatoes can contribute to a healthy diet and improve consumption trends, and is organised by the PBH in partnership with HZPC Americas Corp. BB and Potato Glory. 

In this session, conference attendees will gain insights regarding specific consumer attitudes and desires as well as value chain strategies to elevate the perception of potatoes and drive greater sales as well as improve consumption.

“For too long, potatoes have had a bad reputation with consumers,” said Jeff Scramlin, President of HZPC Americas Corp.

“This panel discussion, backed by research, will showcase opportunities to elevate potatoes as the nutrient dense vegetable that they are and to sell more potatoes at retail as well as foodservice if value chain partners make changes to address specific consumer attitudes and desires.”

Panelists include Aron Derbidge, Senior Vice President of Sales, HZPC Americas Corp.; Russ Wysocki, CEO of Wysocki Family of Companies; Julie Olivarria, Vice President, Produce, Sysco; Desiree Olivero, Manager, Customer Care, Wakefern Food Corporation; and Garrett DiStefano, Director of Residential & Retail Dining Services, UMass Dining; the session will be moderated by Mary Christ Erwin, President, MCE Consulting.

“Potatoes are an extremely versatile and flavourful staple in households across America. They also have been the victim of consumer misinformation when it comes to their dietary attributes and health benefits,” said Wendy Reinhardt Kapsak, MS, RDN, President & CEO, PBH.

“Potatoes have so much to offer, and it’s time they get their rightful place on the plate. This panel will explore new ways to elevate the potato category and challenge us to consider how all value chain stakeholder can play an important role.”

The first industry marketing event of the year, PBH’s Consumer Connection Conference will advance the food dialogue and elevate fruit and vegetable consumption to a national priority. Attendees will find inspiration for engaging consumers with daily plant-forward culinary explorations. Multiple networking opportunities will allow attendees to engage in intimate high-calibre conversation with consumer-facing influencers, retailers, culinary leaders and marketers alike.

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