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Side Delights® announces Steamables™ fifht year as #1 selling brand of microwave/steamable potato

Side Delights® announces Steamables™ fifht year as #1 selling brand of microwave/steamable potato

                                                                                                                                                                                                    Press release

Third-party study confirms Side Delights® Steamables™ continues to lead the segment and drive category performance

San Francisco, CA (June 10, 2020) –For the third time, data* shows that Side Delights® Steamables™ continues to lead the microwave/steamable segment as the #1 selling brand of microwave/steamer bags. Launched in 2008, Side Delights Steamables are B-sized potatoes in a 1.5 lb. microwavable pouch that are triple-washed, microwave in the bag, and ready to eat in 8 minutes. The new data reconfirms that the entire potato category performs better for retailers who carry Steamables than those who don’t. The 2019 study is the third in a series of data insights tracked by Fresh Solutions Network to help retailers increase sales with Side Delights® Steamables™.

The first study was conducted in 2015 by Nielsen Perishables Group on the microwaveable/steamable fresh potato segment.  It identified that Side Delights® Steamables™ was the leading brand in the steamable segment, with 54.4% of all microwaveable bag volume measured by Nielsen, accounting for half of all dollar sales in the segment. Nielsen’s analytics determined that the source of Steamables’ impressive sales power came from its superior sales velocity. In the study, Nielsen found that when Steamables were in the shopping basket, it resulted in nearly twice the register ring of a basket with any produce item, and 28% more than the average shopping basket that included fresh potatoes. 

The second study was conducted by in 2017 by Nielsen FreshFacts®, showing the continuing positive performance of the steamable/microwavable segment led by Side Delights® Steamables™. With potatoes leading as the #1 ranked vegetable based on volume sales, and the microwavable/steamable potato segment continuing to grow, Side Delights® Steamables™ dominated with 62% of the dollar share and 63% of the volume share in the segment. Additionally, Side Delights® Steamables’ dollar velocity outpaced the competition, selling faster than any of the other brands.

The newest study was conducted in 2019 by IRI, a leading market intelligence and analytics company. Once again, it confirmed that potatoes remain the #1 ranked vegetable based on volume sales, and Side Delights® Steamables™ continued to lead the microwave/steamer bag segment as the #1 selling brand. Side Delights® Steamables™ represented the majority of dollar and volume share in the microwave/steamer segment of the potato category with 58.7% dollar share and 61.1% volume.  IRI data also showed that the Steamables family of potato products (6 items) work harder than the aggregated 31 items of the competitive set towards a retailer’s potato category sales. 

Side Delights® Steamables™ products include:

  • Red potatoes
  • Golden potatoes
  • Fingerling potatoes
  • Sweet Potatoes
  • Medley Potatoes
  • Duo potatoes – combo Red & Yellow

“The cumulative impact of these studies is impressive, as they show that Side Delights® Steamables™ has been leading the segment since 2015,” explained Kathleen Triou, President and CEO of Fresh Solutions Network. “Perhaps even more importantly, it confirms that retailers who carry Side Delights® Steamables™ have a better performing potato category than retailers who carry the competition.”

Fresh Solutions Network created Side Delights® in 2014 as a national brand that would unify all of the most popular fresh potato segments under a single name that consumers would easily remember and instantly associate with superior quality. For more information on Side Delights® products, programs and recipes, visit www.sidedelights.com. For more information on Side Delights® Grown Where It Matters campaign, visit www.GrownWhereItMatters.com.

About Fresh Solutions Network, LLC:  Fresh Solutions Network (FSN) is the exclusive supplier of Side Delights® potatoes and onions.  FSN is a group of family-owned potato and onion growers and shippers who help fresh potato and onion buyers grow their categories, maximize category investment, and increase sales. FSN delivers category insights, collaborative innovation, and customized assortment. Fresh Solutions Network, LLC partners include: Sterman Masser, Inc. (Masser Potato Farms and Keystone Potato Products in Sacramento and Hegins, PA), Michael Family Farms, Inc.  (Urbana, OH), Basin Gold Cooperative, Inc. (Pasco, WA), Green Thumb Farms, Inc. (Fryeburg, ME), Red Isle Potato Growers, Ltd. (Prince Edward Island, Canada), NoKota Packers, Inc. (Buxton, ND), Sun-Glo of Idaho, Inc. (Sugar City, ID) and Mack Farms (Lake Wales, FL).

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SIDE DELIGHTS® partner Michael Family Farms educates shoppers with new website

SIDE DELIGHTS® partner Michael Family Farms educates shoppers with new  website

Fresh Solutions Network invests in digital programs to support local growers and customers seeking information online about the foods they purchase

San Francisco, CA  (April 7, 2020) –  Studies show that 70-80% of people research a company online before making a purchase. Shoppers search to find information about their potential food purchases in addition to the companies that produce it and what they stand for.  Consumers want the information quickly, efficiently, and with engaging details.

To respond to the growing importance of this information, Michael Family Farms today debuted a new website for their Mid-west farm, and their Side Delights® potato products. The new site www.MichaelFamilyFarms.com, is welcoming, highly functional, and easy to navigate. Website visitors will find a full spectrum of product details, nutritional information, recipe suggestions, food safety, and other news.  The Side Delights® lineup has a dedicated section so consumers can dig deeper into each grouping to learn more or link instantly to other products and topics of interest.

Fresh Solutions Network created Side Delights® in 2014 as a national brand that would unify all of the most popular fresh potato segments under a single name that consumers would easily remember and instantly associate with superior quality.  More importantly, establishing the Side Delights master brand benefits retailers and foodservice operators alike by giving them a full line of fresh potatoes with strong consumer awareness that they can stock and promote to draw traffic and increase sales volumes.

Michael Family Farms and Fresh Solutions Network have partnered together on a “Grown Where it Matters” campaign, which connects farmers in the network with their regionally relevant market. As consumers engage with the story and history of the local farm, they understand how the sustainability practices and passion of the farmer result in a better-tasting, higher-quality potato.  As part of this campaign, Michael Family Farms will soon be using Kwik Lok tags on their potato bags that invite consumers to check out their 360-degree farm video and farmer podcast supporting their locally grown produce.

“During this time of social distancing, both digital connectivity and healthy eating have become increasingly important,” noted Kathleen Triou, President and CEO of Fresh Solutions Network. “As a family-owned local farm, the Michael family felt it was important to move forward with the release of this site now during the crisis so their customers in the Mid-west will get the opportunity to learn about the potatoes, the family and their company values – from their homes.”

“With the launch of our new website, we provide a destination that benefits current and potential customers,” added Kathy Sponheim-Michael, VP of Sales & Marketing of Michael Family Farms.  “Consumers benefit from being able to easily access everything they would want to know about potatoes grown in the Midwest and about our family farm in one place; retailers benefit from the increased awareness and purchase intent that a compelling digital brand experience delivers, and the grower/shipper partners who make up the Fresh Solutions Network benefit from having consumers and retailers learn more about the great potatoes they market under the Side Delights® brand.”

For more information on Side Delights® products, programs and recipes, visit www.sidedelights.com.

About Fresh Solutions Network, LLC:  Fresh Solutions Network (FSN) is the exclusive supplier of Side Delights® potatoes and onions. FSN is a group of family-owned potato and onion growers and shippers who help fresh potato and onion buyers grow their categories, maximize category investment, and increase sales. FSN delivers category insights, collaborative innovation, and customized assortment. Fresh Solutions Network, LLC partners include: Sterman Masser, Inc. (Masser Potato Farms and Keystone Potato Products in Sacramento and Hegins, PA), Michael Family Farms, Inc.  (Urbana, OH), Basin Gold Cooperative, Inc. (Pasco, WA), Green Thumb Farms, Inc. (Fryeburg, ME), Red Isle Potato Growers, Ltd. (Prince Edward Island, Canada), NoKota Packers, Inc. (Buxton, ND), Sun-Glo of Idaho, Inc. (Sugar City, ID) and Mack Farms (Lake Wales, FL).

 Contact Information: Kathleen Triou, (209) 627-6800, ktriou@freshsolutionsnet.com