The Idaho Potato Commission elaborated a market research in frontier states with the United States in order to explore the positioning of Idaho as the main origin of potatoes and the use of Russet potatoes in comparison with other varieties.
The conclusion showed that there exists a big opportunity to communicate the presence of different varieties of potatoes other than the white potato, especially in the eastern region of Mexico; as well as communicating the high-quality standard of Idaho as an origin which is recognized in the United States.
A two-week promotion was undertaken in stores of Gigante in Reynosa and Matamoros. The program included a massive exhibition of potatoes in the produce department where a free potato and educational materials were given away to each client who visited the store. Sales increased to double digits.
