view current print edition




Black Gold Farms focuses on red potato category, launches Better With Reds campaign

Black Gold Farms is rolling out its Better With Reds retail marketing campaign, which continues the promotion of the company's year-round red potato tablestock program.

The Better With Reds campaign features a variety of customized retail tools, including in-store point-of-sale materials, a consumer-based micro site and other consumer-specific value-adds that highlight the versatility, fBWR-POS PRImagelavor profile and nutritional benefits of red potatoes. In addition, Black Gold Farms plans to use social media with a key emphasis on food bloggers to support the campaign.

"We want to entice the consumers and provide them with the information necessary at the point-of-purchase with a variety of easy recipes and prep tips, as well as making that connection with where their food is grown," Leah Brakke, marketing specialist, said in a press release.

This retail focus is the third phase of an overarching campaign that included a summer, locally grown campaign and followed with the launch of new high-graphic potato packaging. The new packaging is modern in design and features bold messaging of product attributes along with the story of Black Gold Farms, a fourth-generation family farm.

"The success and feedback of our locally grown program from both consumers and retailers was very positive," BlackGold 8641Glen Reynolds, national director of produce sales, said in the press release. "We are now more convinced than ever that consumers want to know where their food comes from, and once they hear the Black Gold Farms story and the benefits of red potatoes, we believe consumers will find exceptional value in our product. Our extensive farming and distribution network, as well as our role as a year-round supplier of red potatoes, gives us a unique advantage to serve retailers who are looking for a consistent, high-quality potato from a dependable growing source."

Black Gold Farms is currently in the process of working with various retailers and cross-merchandising partners to roll out the Better With Reds program during the next three months. Additional opportunities exist for retailers to work with Black Gold Farms to customize the promotion for their stores and feature additional grower messaging on packs, using QR codes that link to a series of informative videos showcasing the Black Gold Farms story with employees, farms and local communities. The campaign is expected to run through the first quarter of 2013.