Consumer demand for potatoes has evolved significantly over the past decade. Today, purchase decisions are driven by flavor, convenience, and variety. "This shift is particularly evident in the growth of yellow flesh potatoes, which are more flavorful compared to the standard russets," says Jessica Anderson Hughes, VP of Marketing and Innovation at EarthFresh. Consumers have demonstrated a clear preference for flavorful yellow potatoes. The segment has more than doubled over the past eight years, growing from $284 million to $598 million*. According to Nielsen, yellow potatoes now account for 16 percent of potato sales, up from 10 percent in 2016. Consumers have also demonstrated a clear willingness to pay a premium for yellow potatoes as they carry a +56 percent premium to russets.
"The yellow flesh potato category represents meaningful innovation and continues to drive consumer excitement," mentioned Anderson. In response, EarthFresh launched its exclusive Butter Potato program, a premium line of yellow-flesh potato varieties. This program has been proven to drive an 18 percent increase in incremental sales when positioned alongside standard bags of 5lb. russet and yellow potatoes.
Expansion of butter potato program
When EarthFresh acquired Mountain King in the fall of 2024, one of the standout assets, beyond the impressive brand and distribution network, was the company's exclusive Butter Potato program, which included three distinct potato varieties. "From day one, our team recognized the strong foundation and unique value of these varieties." Previously available only in select U.S. markets, Butter Potatoes had cultivated a loyal following due to their naturally rich, creamy texture, and exceptional cooking performance. "We saw an opportunity to bring this beloved product to a broader audience across Canada and the U.S."
© EarthFresh
Left: Jessica Hughes. Right: gold and red potatoes from EarthFresh's new Butter Potato program.
New varieties
Driven by that vision, the program underwent a full refresh and expansion. New varieties were carefully curated to ensure they lived up to the Butter Potatoes name. In addition, a study was conducted to gauge grocery shoppers' interest and purchase intent for new produce items. "The results are impressive: over 80 percent of consumers indicated a positive intention to buy Butter Potatoes, according to recent findings by IMI International." The Butter Potato concept outperformed industry benchmarks, demonstrating strong and unmistakable consumer demand.
Next, distribution was scaled through EarthFresh's packing and distribution facilities, making it possible for Canadian and American shoppers to easily get their hands on the product. Finally, the team developed a bold new brand identity with a premium look to match, and a comprehensive campaign to support the launch. Now, Butter Potatoes are available across stores in Canada and the U.S. "The Butter Potato program is a perfect reflection of our mission to deliver innovative, high-quality produce that meets the needs of today's consumers," Anderson concluded.
*Source: Nielsen Discovery, YTD, Period Ending September 6th, 2025
For more information:
Anneka Jenkins
EarthFresh Farms
Tel (+1) 404-593-9865
[email protected]
www.earthfreshfoods.com
