SPB Chief Marketing Officer, John Toaspern, has issued the following statement regarding the recent news longtime USPB Retail Marketing Consultant, Don Ladhoff, has joined Black Gold Farms after the expiration of his contract with the USPB:
As a further evolution of the marketing programs at the USPB, Sarah Reece, Global Retail Marketing Manager, will manage and implement the retail program in the U.S. market in concert with Nielsen’s Perishables Group. For the past year, Reece oversaw Don Ladhoff’s work as a consultant to the Board as he implemented many of the USPB Retail Marketing programs. Ladhoff worked with the Board from 2010, making significant improvements in the management of the potato category at retail.
Going forward, the USPB Retail Marketing Program will focus on increasing the purchase of potatoes at retail by the Board’s new target audience, ‘Food Enthusiasts’. The retail marketing program will also increase the number of contacts with U.S. shippers, providing them with direct insight into the tools available from the USPB to help them better market at retail. The Board will also increase retailer outreach by providing more retailers with insights into their potato category performance and information on the Board’s marketing programs and the impact of retail potato sales.
To read the rest of the story, please go to: United States Potato Board
