Potato Board Hires Group

Published online: May 19, 2000
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National Potato Promotion Board announced it has set up a partnership with Willard-Bishop Perishables Group in a retail marketing partnership.

"Potatoes are a great example of a produce commodity with a tremendous opportunity to reinvent itself," says Bruce Axtman, vice president of Willard Bishop Consulting.

"Our role is to identify the category-development strategies that will reposition potatoes with the consumer."

"We're actively seeking retail partners in these efforts," said Jon Brownell, chairman of domestic marketing of the Potato Board.

The Board and Group are looking for retail organizations with the following profiles: top management commitment to consumer marketing; commitment to using category management and consumer research to create complete-meal promotions; willingness to be innovative with new promotional approaches and to share planning and evaluation data.

For additional information on the Board's new retail program call Linda McCashion, vice president, marketing, (303) 873-2326 or Kathleen Triou, associate, Willard Bishop Consulting, (209) 522-1331.