ATLANTA, GA - Amid its busiest season, EarthFresh Farms is navigating high potato demand as the year winds down with holiday festivities.
“November and December are among our busiest months as we navigate the holiday season and manage a busy promotional calendar. This is our first holiday season since expanding our packing capabilities through the acquisition of Mountain King. We are very pleased with how our team is integrating, planning, and performing through this holiday season,” Andrew George, Vice President of Sales, shared with me. “As expected, our larger-format Russet and Gold programs lead the way during the holidays—our team is focused on delivering our programs on time, in full, with the best quality.”
Demand-wise, Andrew said the team is preparing for an increase in organic promotions as attention shifts toward January.
“Organic baby potato programs are seeing positive growth, and we’ve recently introduced a 2 lb organic Red and Gold, which is a convenient entry into the organic category for consumers. Shifting to a smaller pack size has been well-received by couples and small families, which aligns with the typical demographic for organic products,” he explained.
Historically, EarthFresh has also seen strong results promoting its Steam & Go lineup in January and February, when consumers want added convenience coming out of the holiday season.
“In such a competitive environment, we continue to use data to develop insights and help strengthen our customers’ potato programs to give them the best chance of a successful start to 2025,” Andrew concluded, pointing out upcoming promotions of EarthFresh’s Polar White variety program in early 2025. “With high-quality white potatoes in short supply, our Polar White storage crop is ready to come out of storage, offering a reliable option for retailers across the U.S. who are looking to capture more market share in the white potato segment.”
As the season of gratitude, new beginnings, and fresh demand continues, AndNowUKnow will report the latest.
