Potatoes are the most frequently purchased vegetable and the
third most frequently purchased commodity in the produce aisle. But
in 2010, potato and onion expert RPE was facing an increasingly
important driver of purchase behavior-and potential threat to
category growth: consumer demand for convenience. During strategic
planning sessions, GSM helped RPE envision a plan to address this
need with a new line of value-added potatoes.
Within months, GSM helped RPE assess a deal to partner with a
specialty potato company, and worked closely with RPE to craft a
unique branding and marketing strategy that resonated with the core
potato shoppers: time-strapped moms seeking healthy, easy to
GSM then translated the strategy into packaging that
communicates "at a glance" potato size, cook time and usage ideas.
It also developed a unique pricing strategy that makes margins
easier to manage.
Today, the Tasteful Selections brand is sold in over 8,000
stores nationwide and is the number-one small potato in the