Mar 16, 2016USPB now Potatoes USA
The U.S. Potato Board (USPB) now is doing business as Potatoes USA. Board members approved a motion to change the name of the organization at its annual meeting on March 16, in Colorado Springs, Colorado.
Potatoes USA, known legally as the National Potato Promotion Board by the Federal government, is overseen by the Agricultural Marketing Services of the USDA.
Blair Richardson, president and CEO of Potatoes USA said that the name change is an effort to focus the organization’s attempts to promote potatoes not promote itself.
The board, the entity itself, it’s not important for people to know who that is, outside of our industry,” Richardson said in explaining the name change. “When we’re spending money to promote potatoes or programs in other countries or across the United States it made more sense to go with a name that represented our product that we’re promoting.”
Brian Kirschenmann, of Bakersfield, California and co-chairman of the Research Committee, said that the new name helps re-brand some of our new visions.
“It’s not 1970 anymore,” Kirschenmann said. “I thought it’s a brilliant decision by marketing. We’re one of the largest promotions boards to do it.”
Adam Novello, business program manager for the Michigan Potato Industry Commission, said that the name change reflects a clear direction of where the industry is going.
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