Fresh potato exports to Malaysia saw significant growth during the marketing period from July 2023 to June 2024, driven by targeted promotions in the food service and retail sectors.
Tactics:
Workshops aimed at chefs and culinary students
Potatoes USA organized workshops for chefs and culinary students to educate food service operators on the versatility of U.S. fresh potatoes. An annual chef workshop in May resulted in a new operator incorporating fresh U.S. potatoes into their menu. The Malaysian food service sector utilizes about 35% of imported U.S. fresh potatoes, making these workshops essential for driving demand.
Retail promotions
High-traffic modern trade outlets, primarily supermarkets, hosted sampling events and distributed recipe information featuring fusion Asian and Western dishes, including cooking demo videos. Retailers expanded displays to prominently feature U.S. fresh potatoes.
Results:
U.S. fresh potato exports to Malaysia increased by 15.2% in value and 17.3% in volume during July 2023-June 2024 compared to the previous year. Shipments rose from 6,705 metric tons valued at $4.4 million to 7,867 metric tons valued at $5.1 million. Quarterly sales at retail stores participating in promotions grew by 10%, with increased repeat purchases. Six top retailers increased fresh potato volumes by 5% or more, surpassing the initial goal of two retailers.
Looking ahead:
Malaysia's retail sector is projected to grow by 10% annually over the next five years, indicating continued potential for U.S. fresh potatoes in the market.
Source: Potatoes USA