Curl acknowledges that many consumers are losing interest in russets, but points out they’re attracted to reds, yellows, purples, and fingerlings: “The potato is a staple on many dinner plates and it’s also very important in the foodservice industry. As we develop more and different varieties in the potato segment, I don’t see the consumer moving away from potatoes—I think they’ll always be a viable vegetable when it comes to consumer preferences. I’m optimistic about the future.”
Sustainable Measures
Although Wada believes a commitment to sustainability is inherent to some extent in the successful management of a family farm—“if you’re not sustainable in reducing inputs and protecting soil health, it’s not going to be to your benefit in the future”—he speaks with pride of Wada Farms’ innovative green measures. In fall 2014, Wada Farms introduced an eco-friendly, recyclable bag manufactured from up to 25 percent potato starch.
Wada foresees greater cooperation within the potato industry in the future, particularly from a promotional standpoint: “It’s always going to be competitive, but it feels like things are shifting more towards understanding that we’re stronger together,” he says. “And at the end of the day, we are all trying to raise our families and supply potatoes.”
Over in Wisconsin, RPE values sustainability highly, as do many of its customers. Walmart and Costco, both RPE customers, are particularly interested in the company’s environmental protection efforts and are eager to encourage them. As one example, Curl reports that RPE and other Wysocki family companies utilize recycling programs and crop rotation to minimize waste.
Concluding Thoughts
Although U.S. demand may fluctuate, many growers report it has remained flat or declined in recent years, attributable perhaps to a loss of consumer interest in russet potatoes. Growers have responded by growing and marketing an increasing variety of specialty potatoes, including reds, golds, purples, and fingerlings and an ever-increasing array of fresh-cut and grab-and-go potato dishes. Consumer preferences may be changing and varieties proliferating, but Americans still dig potatoes.
Image: iStock
