Packaging Matters For Potatoes

Published online: Aug 01, 2001
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Potatoes are being sold in "dull, cheap-looking and boring bags" a consumer research project conducted by the National Potato Promotion Board discovered.

Klaren Koompin, American Falls, ID, chairman of the Board's Domestic Marketing Committee, said while the consumer's No. 1 consideration in selecting potatoes is the overall quality and condition of the potatoes, the package design is second.

The project showed consumers saw the packaging as plain or unmemorable. In addition, packaging does not play a major role in their purchase decision. Koompin explained that consumers preferred "open-window" bags compared to "closed-window."

What do consumers want to see? The study showed easy-to-close/re-sealable bags and the ability to store potatoes in the package.