CHARLOTTETOWN – The Prince Edward Island Potato Board is making a hot potato cool. In effort to raise awareness of the health benefits of the vegetable, showcase recipes and boost consumption of the potato, The Prince Edward Island Potato Board has launched a marketing campaign anchored around PEI-native, and Olympic Gold Medalist Heather Moyse.
Marketing initiatives, which are now in store and on-line, feature branded bag packaging – complete with tear-away recipe cards, and nutritional information; cooking video vignetteswith Heather Moyse and a local chef; as well as promotional speaking engagements with Heather Moyse.
Heather Moyse will be at the Canadian Produce Marketing Association Trade Show in Calgary Alberta, April 11th-13th, unveiling the new bag packaging, as well as speaking about her journey as a brand ambassador andCanadian athlete. In addition to winning her bobsleigh gold medal at the Vancouver 2010 Games, Heather has also represented Canada in rugby and cycling competitions.
"The combined efforts of our new marketing campaign are designed to entice and educate the consumer on the benefits of the potato," said Greg Donald, General Manager, Prince Edward Island Potato Board. "As we move into the spring and summer seasons, there is no better time than the present to remind Canadians of Prince Edward Island potatoes."
Added Greg Donald: "Engaging Heather Moyse as an ambassador for our brand was an obvious choice. In addition to her Islander status, Heather's achievements demonstrate how a healthy balanced diet including potatoes can contribute to optimal physical strength and endurance."
As a means to further educate the public about potatoes, the Prince Edward Island Potato Board features a website very geared to consumer interaction, complete with teacher resource guides.
The brand's website www.peipotato.com also includes dozens of delicious low calorie, gluten-free recipes that will have the consumer re-thinking the 'meat and potatoes' mantra of decades past. Think smashed potatoes with goat cheese, and apple pie with potatoes. The site also boasts princely-potato recipes from celebrity chefs Gordon Bailey and Michael Smith.
"Canadians have a huge appetite when it comes to vegetables big on nutrition," said Kendra Mills, Marketing Director, Prince Edward Island Potato Board. "At only 100 calories and offering more potassium than a banana, a medium-sized potato is a perfect source of nutrients; it's no wonder that potatoes are inching their way on to the scene of culinary curators across the country."
Prince Edward Island is Canada's largest producer of potatoes, with approximately 330 growers in the province. While 44 per cent of the Island's crop stays in Canada for consumption, 35 per cent is shipped to the US, and 21 per cent goes out to 28 other countries around the world.
Potatoes from Prince Edward Island reign superior over other growing areas due to the unique agricultural properties the province provides. Rich, sandy red soil that is high in mineral content, along with long cold winters create perfect growing conditions for potatoes.
For more information on Prince Edward Island Potato Board visit peipotato.com.
Source: Prince Edward Island Potato Board
