EarthFresh Brings Potato Innovation in Full Force to IFPA 2026; Jessica Anderson (Hughes) Comments

HOUSTON, TX - What’s new in the potato space? Attendees of the Global Produce & Floral Show will soon find out, as EarthFresh is bringing potato innovation to the forefront of retailers’ minds this October.

“We’re always looking ahead to what’s next, with new innovations in development designed to bring more choice, convenience, and premium experiences to the fresh produce category,” shares Jessica Anderson (Hughes), Vice President of Marketing and Innovation. “From new varieties to convenient formats, we’re continuing to find new ways to bring fresh, differentiated products to shoppers, and create new opportunities for our retail and foodservice partners.”

EarthFresh is bringing a variety of high-quality innovations to the show floor this year, including:

• Fast. Fresh. Gourmet. Air Fry Kits - Featuring fresh pre-washed potatoes paired with clean-ingredient, chef-inspired sauces, the Fast. Fresh. Gourmet. line is designed to deliver fresh, healthy, convenient, and flavorful meal solutions
• EarthFresh Butter Potatoes - Developed through more than a decade of research and innovation, EarthFresh Butter Potatoes, available in Butter Russets, Butter Reds, and Butter Golds, are carefully selected for their naturally rich, creamy texture, exceptional flavor, and elevated cooking performance
• Steakhouse Baker Trays - EarthFresh has been supplying steakhouses across North America with premium russet baking potatoes since 1963. Now, with the introduction of its Steakhouse Russet, the supplier is bringing that same steakhouse-quality experience to consumers at home
• 2 lb Organic Bags - The brand’s newest packaging innovation is designed with both performance and presentation in mind, featuring a light-blocking poly front to help protect potatoes from light exposure, which turns the potatoes green, while a mesh back panel allows for optimal breathability and airflow. The result is a smart packaging solution that delivers product protection and preserves quality without sacrificing visibility.

“The GPFS is an ideal environment to bring these products to life because it allows customers to not just see the innovations we’re working on but also experience them firsthand,” Anderson adds. “Taste, quality, and convenience are ultimately what drive adoption, so giving buyers and industry partners an opportunity to sample the products and see how easily they can fit into everyday meals is incredibly valuable to us. It’s also an opportunity to demonstrate how EarthFresh continues to evolve the fresh produce category in response to changing consumer expectations, from greater convenience to more premium products and elevated tasting experiences.”

EarthFresh’s Global Produce & Floral Show showcase reflects some of the key trends driving demand in the potato sector.

“We’re seeing continued evolution in the fresh potato category as consumers increasingly prioritize flavor, convenience, and variety,” Jessica says. “One example is the growth of yellow-flesh potatoes, which have a naturally rich flavor and creamy texture. According to 2025 Nielsen data, the U.S. yellow potato segment has more than doubled over the past eight years, growing from $284 million to $598 million. That shift is creating opportunities for innovation and premiumization within a category that has traditionally been viewed as more commodity-driven. It’s also helping drive programs like EarthFresh Butter Potatoes, which were developed to deliver an elevated eating experience through exceptional flavor, texture, and cooking performance. Consumer research conducted by IMI International ahead of the launch reinforced that opportunity, with 85 percent of U.S. shoppers and 83 percent of Canadian shoppers indicating positive purchase intent.”

In less than a year, EarthFresh Butter Potatoes have made their way into more than 4 million households, with acreage increasing 40 percent to support year-round supply. This growth, Jessica notes, reflects an opportunity for retailers to provide shoppers with more reasons to trade up within a familiar category, offering meaningful differentiation rather than simply competing on price.

“At the same time, convenience continues to reshape the fresh produce aisle,” Jessica continues. “Consumers want to eat fresh, high-quality food, but they’re increasingly looking for products that reduce prep time and make it easier to get a great meal on the table. For us, that means thinking beyond the potato itself and looking at how packaging, formats, and value-added products can make fresh vegetables work harder. Our Fast. Fresh. Gourmet. lineup is one response to this evolution, with formats including oven and grilling trays and air-fryer packs. We see continued opportunity ahead for fresh produce solutions that bring together great taste, premium quality, and everyday convenience for today’s shoppers.”

Attendees can explore the Fast. Fresh. Gourmet. lineup, EarthFresh Butter Potatoes, Steakhouse Baker Trays, and 2 lb organic bags for themselves at booth #3343 during the show!