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.
In 2014, GSM conducted consumer research including online
surveys, focus groups and shop-a-longs to determine the brand's
target consumer which resulted in a refresh of the packaging
In 2015, Tasteful Selections celebrated its investment in the
future of the potato industry with the grand opening of its new
200,000 square foot state-of-the-art facility in Bakersfield,
California. GSM lead a trade campaign to promote Tasteful
Selections' category leadership with press releases, digital ads,
direct mail, e-newsletters and execution of media and blogger
Today, the Tasteful Selections brand has more than 19 SKUs sold
in over 10,000 stores nationwide. It is the number-one small potato
in the category.