Farm Fresh Direct teams with seasoning company on new potato product line
Farm Fresh Direct teams with seasoning company on new potato product line
With the Atkins Diet all but laid to rest, potatoes are making new consumer inroads this year, and Farm Fresh Direct LLC of Monte Vista, CO, has teamed up with seasoning giant Lawry's to present a new twist on spud cuisine.
Marketed under the brand "Lawrys Spice n Simple," the new line pairs five-pound bags of Farm Fresh Direct russet potatoes with one of three different flavor packets and recipes on how to prepare the new fare.
According to Farm Fresh Direct CEO Jim Knutzon, the three flavor packets are Ranch, Roasted Garlic & Herb and Cheese & Bacon, and the new product will be available in late September. Store-testing has been conducted by the potato marketing cooperative, and Mr. Knutzon has expressed optimism that the concept is a winner.
Lawrys utilized focus groups and other research techniques to devise the especially-for-potatoes seasonings, ultimately providing consumers with three diverse choices as well as recipes calling for boiled, mashed and baked potatoes to use with the season mixtures.
Several years ago, Farm Fresh Direct introduced the Express Bake PotatOH!, and the pre-washed and film-wrapped microwavable potato met with consumer favor. Since the Colorado operation rolled out the PotatOH!, several other distributors have similar products.
Theres a new twist to the original. Mr. Knutzon said that Farm Fresh Directs Expo shed produces the Express Bake, and this year the company added a new, easy-open strip to the SavorSeal film wrapping.
Farm Fresh, which markets for seven conventional potato sheds in Colorados San Luis Valley as well as one in Arizona and another in Washington state, has growing interests in Kansas, Nebraska and northern Colorado.
Mr. Knutzon said that the operation would start its new season marketing efforts for the valley on Sept. 6, and he said that while all the growers represented are down in acreage, the organic program has expanded. We have more acres planted in whites, and we also have yellows, reds and russets, he said.
Conventionally, the company moves russet varieties that include the Rio Grande, which Mr. Knutzon said is in greater volume this year.
Everyone is searching for the eventual replacement for Norkotahs, he said, noting that with most new varieties, theres a learning curve on growing and storing.
Conventionally grown purples are also part of the Farm Fresh Direct manifest this season, Mr. Knutzon said. And were putting individual PLUs on a portion of our bulk, he said.
Packing under several private labels, the company sells to both foodservice and retail/wholesale. Mr. Knutzon said that foodservice represents 25-30 percent of all sales and has grown over the past several years. That reflects that foodservice in general has grown, he said.
The company distributes throughout the country and does not export, Mr. Knutzon said.
Marketed under the brand "Lawrys Spice n Simple," the new line pairs five-pound bags of Farm Fresh Direct russet potatoes with one of three different flavor packets and recipes on how to prepare the new fare.
According to Farm Fresh Direct CEO Jim Knutzon, the three flavor packets are Ranch, Roasted Garlic & Herb and Cheese & Bacon, and the new product will be available in late September. Store-testing has been conducted by the potato marketing cooperative, and Mr. Knutzon has expressed optimism that the concept is a winner.
Lawrys utilized focus groups and other research techniques to devise the especially-for-potatoes seasonings, ultimately providing consumers with three diverse choices as well as recipes calling for boiled, mashed and baked potatoes to use with the season mixtures.
Several years ago, Farm Fresh Direct introduced the Express Bake PotatOH!, and the pre-washed and film-wrapped microwavable potato met with consumer favor. Since the Colorado operation rolled out the PotatOH!, several other distributors have similar products.
Theres a new twist to the original. Mr. Knutzon said that Farm Fresh Directs Expo shed produces the Express Bake, and this year the company added a new, easy-open strip to the SavorSeal film wrapping.
Farm Fresh, which markets for seven conventional potato sheds in Colorados San Luis Valley as well as one in Arizona and another in Washington state, has growing interests in Kansas, Nebraska and northern Colorado.
Mr. Knutzon said that the operation would start its new season marketing efforts for the valley on Sept. 6, and he said that while all the growers represented are down in acreage, the organic program has expanded. We have more acres planted in whites, and we also have yellows, reds and russets, he said.
Conventionally, the company moves russet varieties that include the Rio Grande, which Mr. Knutzon said is in greater volume this year.
Everyone is searching for the eventual replacement for Norkotahs, he said, noting that with most new varieties, theres a learning curve on growing and storing.
Conventionally grown purples are also part of the Farm Fresh Direct manifest this season, Mr. Knutzon said. And were putting individual PLUs on a portion of our bulk, he said.
Packing under several private labels, the company sells to both foodservice and retail/wholesale. Mr. Knutzon said that foodservice represents 25-30 percent of all sales and has grown over the past several years. That reflects that foodservice in general has grown, he said.
The company distributes throughout the country and does not export, Mr. Knutzon said.
